Thistle Hotels appoints Red ahead of rebrand push

Thistle Hotels, the largest hotel operator in London, has drafted in The Red Consultancy to handle its consumer and trade PR ahead of plans to ditch its name and better position itself in the upmarket hotel sector.

Thistle, which was taken private last year by major shareholder BIL and wants to sell six London hotels and one in Edinburgh, is to plough investment into existing properties as it bids to modernise its offering.

Thistle general manager of sales, marketing and distribution Richard Adler said Red would help ‘shift brand reputation and drive sales’.

The operator runs 54 hotels across England, Scotland and Wales, with almost half in London.

Red is targeting leisure and business travellers and is also promoting sister brand Highlife Breaks.

Meanwhile, Red’s Nottingham-based associate director Nichola Phillips has quit the agency, as has account director Rory Steel.

l Red’s office in New York has been appointed by Audi of America on a five-month project. Red USA is working alongside sister Incepta agency Broad Street to promote the Audi TT model.

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