NEW YORK: Rocco Forte's Brown's Hotel London is conducting a US holiday campaign with the Susan Magrino Agency.
The firm, which has served as the hotel's US PR AOR since 2006, is promoting the hotel's upcoming holiday initiatives, such as its partnerships with British chef Mark Hix and jewelry company Garrard.
Hix will offer a series of carving classes for hotel guests, teaching them the finer points of a “traditional family activity, such as carving the Sunday roast,” said Stuart Johnson, GM of Brown's Hotel.
Garrard will decorate the hotel a month later with jewels to celebrate the 200th birthday of Charles Dickens. Stephen Webster, the company's creative director, will decorate the hotel lobby Christmas tree with red pocket-like bags, rather than stockings, in honor of Oliver Twist. Guests who attend the hotel's “Glittering Garrard Christmas” will also get a chance to meet Webster in person and create their own piece of jewelry to bring home, added Johnson.
Susan Magrino, with a team of five staffers on the account, will work to raise awareness about the hotel's US promotions by pitching national newspapers such as The New York Times, The Wall Street Journal, and The Washington Post. The firm will also contact regional press outlets in Chicago, Boston, San Francisco, Los Angeles, and Atlanta, said Renata Hopkins, VP at Susan Magrino Agency.
The firm is also pitching trade publications around “the holiday vacation-planning period” to reach travel agents and planners, said Hopkins. It will also contact travel, lifestyle, and family focused bloggers.
Rocco Forte's London-based internal team handles other social media initiatives, including Facebook outreach.