InterContinental London Park LaneFebruary 7 2015
Claire planned and executed the PR launch campaign for IHG’s new European flagship hotel, the InterContinental Park Lane. Unique to the UK portfolio for IHG, the hotel would feature a destination restaurant spearheaded by as-yet-unknown chef Theo Randall (from the River Cafe). In the face of sceptical food critics and writers, Claire’s job was to create awareness of this new chef, and persuade the media and consumers that a Michelin-star quality dining experience was available in the hotel. A key influencer campaign was developed to shine a spotlight on Theo’s immaculate track record under Ruth Rogers and Rose Grey and his insistence on using exceptional produce in a traditional way. Over 120 key influencers from the media, food critic sector and mainstream travel writers in London sampled his cuisine.
The programme delivered positive word of mouth, traditional media coverage and food blogger endorsement. Over 160 pieces of media coverage were secured with front covers in the Caterer & Hotelkeeper and Saturday Telegraph Travel and a regular slot on Saturday Kitchen.
Theo Randall has gone on to become a household name with national advertising campaigns and sponsorship deals with ASK and Pizza Express and is a regular on mainstream TV.