GSC was briefed to launch the Corinthia Group’s new 5-star Hotel into London’s highly competitive market. We carved out a place for Corinthia London and positioned the hotel as an innovator, synonymous with contemporary culture.
Corinthia
At the time of opening, Corinthia Group was unknown in London and the £350 million investment into the London market was a significant business step. GSC crafted a strategy for the Corinthia London, placing the hotel on the map of London’s influential entertainment, arts & culture communities. We disrupted convention and redefined style leading the Corinthia to become one of London’s most revered 5 star destinations.
Gabrielle Shaw Communications over the last ten years have played an essential role in delivering a strategic communications direction for the Corinthia brand. Since the initial pre-launch of the Corinthia hotel in London and its continued development onto the established scene, Corinthia has benefited from the insightful and targeted work Gabrielle and her team deliver to our global audiences.
Being an essentially family brand at heart, with a cherished reputation from our origins, the communications strategy required to launch the brand in London needed to balance structure with innovation. At all times at all times the uniqueness of the assets created in Corinthia London were exemplified in their work, building a rich layer of understanding of the offerings that needed media attention. A compelling story was told, through many channels, that allowed the hotel to come to life, importantly supporting our financial goals and building the Corinthia brand reputation to new audiences.
Gabrielle and the team continue to work on projects for the Corinthia helping the brand differentiate in new destinations. Never too large to lose focus and direction her team and herself are always on hand to guide and deliver the results needed in the competitive and ever-changing luxury market we operate in.
Creativity at Corinthia
As part of their pre- and post-opening strategy, notable projects include:
- Massimo Pop Up Restaurant private event series
- Construction zone sleepovers for media
- Ballroom Pop Up Party space
- BAFTA Brunch with The Kings Speech
- Vanity Fair Rocks at the Corinthia Hotel
- Launch of Penthouse and Suites
- Launch of The Northall Restaurant
- Launch of Massimo Restaurant
Many of these events saw A-list attendees such as Colin Firth, Felicity Jones and Renee Zellweger.
FT How to Spend It – Alfred Pisani
GSC also secured profiles on the Corinthia Hotel Group founder, Alfred Pisani, and a strategically placed opening launch feature in the FT’s How To Spend It and we worked closely with the Pisani family in a private family office capacity.
Artists in Residence
GSC created an Artist-in-Residence programme to differentiate the hotel in a competitive market as synonymous with the arts. With Arts Co, GSC & Corinthia selection from submissions an immersive play set in the hotel to take up a month-long residency. Submissions were judged by theatre luminaries including Dan Stevens, Ed Vaizey, Justine Simmons, Justine Rourke, Madani Younis and Amanda Nevill. This lent credibility to a culture project in a non-cultural space.
Look Left Look Right theatre group won with ‘Above and Beyond’ that saw an audience member become the protagonist in a journey around the hotel. A three-phase media campaign achieved engagement from not only travel coverage, but also arts industry media. The run received outstanding reviews and was extended due to a sell-out first run.
