MASON WILLIAMS HAS BEEN WORKING WITH THE QHOTELS COLLECTION FOR FOUR YEARS AND COUNTING, CHAMPIONING THE HOTEL BRAND TO AUDIENCES FAR AND WIDE.


AN OVERVIEW
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The QHotels Collection is a collection of unique hotels and resorts located across the UK in great tourist attraction locations. All four-star venues offer a taste of something different and share a passion for above-and-beyond service, eye-catching surroundings and unforgettable experiences.

The Mason Williams team were tasked to increase the visibility of The QHotels Collection (formally Qhotels Group), to engage audiences, helping to make it a seamless and memorable experience for guests from spotting the brand in the media to them coming to stay.

Having undergone a recent rebrand, it was important to drive not only awareness but drive positive sentiment around the name, through press coverage, build on the credibility and understanding within the industry and further afield. 

A key focus for The QHotels Collection was building trust and exposure within the meetings and events sector. Whilst they were once the market-leaders for meetings, conferences and events, Covid saw lots of movement in the sector – which meant reestablishing what sets them apart.

THE APPROACH
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‍We love working so closely with the marketing team, always responding to new briefs, coming up with fresh initiatives and ideas on a regular basis, supporting them with generating opportunities, and ultimately generating revenue.

Our ever-evolving communications strategy is set out to deliver extensive brand visibility, with very regular campaign coverage in national and regional titles, consumer and trade. For leisure, we’ve launched successful campaigns around spa, golf and families. Each has involved creative ideas, engaging press releases, media events and influencer programmes. Mason Williams crafted a yearly road map, compiling together the best opportunities around the brand, relating to seasonal campaigns, people opportunities, key milestones as well as press office and media reviews.

THE RESULTS
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‍We’re proud to have placed The QHotels Collection in premium titles such as The Independent, Marie Claire, Cosmopolitan, Country and Town House, TimeOut, Elle Magazine and European Spa. We supported the perception of the hotel brand, making sure it was seen by media and consumers as premium and up-market, in-line with the updated brand name and proposition. This meant The QHotels Collection regularly featured in regional glossy magazines and high-end national titles. We regularly generated coverage for The QHotels Collection amongst key industry titles such as Hotel Owner, Boutique Hotelier and Conference News. Mason Williams also facilitated key partnerships and collaborations with organisations including board games brand, Asmodee. The total advertising equivalent spend was over one million, with are turn on investment of 27:1 for the past year.