New marketing campaign highlights The Doyle Collectionâs unique link between Ireland and the UK
Online PR News – 21-August-2012 – 19th August 2012 – Dublin based international luxury hotel group The Doyle Collection will this week unveil an exciting new marketing campaign, underlining the Groupâs unique connection between Ireland and the UK, as it touches down with a major brand installation in Londonâs Heathrow airport.
From this week, passengers arriving at or departing from London Heathrowâs âIrish Pierâ in Terminal 1 will find themselves at the centre of a dramatic storyboard of events, inspired by The Doyle Collectionâs eleven luxury hotels in London, UK, Ireland and the US, as they journey to and from their gate. Stretching 71 metres on both sides along the length of the tunnel, the creative tells the story of a series of snapshot moments, under a brand new tagline: âThe Doyle Collection: Where the action is without the dramaâ.
The Doyle Collectionâs Irish Pier tunnel campaign will run for an initial period of twelve months, incorporating striking imagery from The Doyle Collectionâs three London hotels - The Marylebone, The Kensington and the Bloomsbury Hotels - as well as its international portfolio, which includes luxury hotels in Dublin, Cork, Bristol, hotels in Boston and Washington DC.
The Doyle Collectionâs London hotels have performed strongly year to date, with revenues up 12% on 2011. The Irish Pier tunnel at Heathrow airport is an ideal place to highlight The Doyle Collection brand and the individual luxury hotels, given that last year 16% of passengers from Heathrow Terminal 1 travelled to Ireland, a total of 2.15 million passengers. 4 out of 5 passengers travelling to Ireland fly with Aer Lingus; all Aer Lingus flights from London Heathrow operate from this Irish Pier, along with BMI and, while more than half the passengers through the pier go to Dublin, 14% travel to Cork, 20% travel to Belfast airports and 7% travel to Shannon. London Heathrow was the EUâs busiest passenger airport in recent years, with 66 million passengers handled in 2010, according to Eurostat.
As the campaign was unveiled, Pat King, CEO of The Doyle Collection said: âThis initiative is a totally new departure for The Doyle Collection and is about creating a story behind the Group. The campaign showcases our luxury hotels, their quality of design, uniqueness of character and excellent locations to the people travelling to and from London and Dublin, encouraging them to experience our hotels for themselves.
Those who travel between Ireland and the UK will be no strangers to Heathrowâs Irish Pier - itâs rare to go through it without meeting someone you know! - making it a perfect fit for The Doyle Collection, whose London and Dublin hotels are a firm favourite for Irish leisure and business travellers.
As a frequent traveller, there is often a sense of pride associated with seeing Irish brands succeeding in London. Connections and relations between Ireland and the UK have never been stronger and itâs no surprise that London is the number one overseas destination for Irish travellers, with more Irish business people travelling to London than ever before.
This campaign aims to engage, entertain and introduce travellers from the UK and Ireland to the story of The Doyle Collection and our luxury hotels not only in the UK and Ireland but in the US as well.â
The creative agency responsible for the campaign is MPG, based in London.
The Doyle Collection is a selection of luxury hotels located in the most fashionable areas of six major cities, including London, Washington, Boston, Bristol, Dublin and Cork. Each hotel has been magnificently renovated during the last two years. The River Lee Hotel is one of the most luxurious hotels in Cork, and along with the top-rated Weir Bistro it features the Urban Escape Spa, a friendly local bar and a high-spec fitness centre.