Ludgate Communications has emerged as the PR agency behind the pounds
260 million flotation of Jarvis Hotels, Britain’s fourth largest private
The group, which was founded six years ago by former Hilton
International chief executive John Jarvis, owns 62 middle market hotels
and 14 Sebastian Coe health clubs, to which the Tory MP and Olympic
medallist acts as a consultant.
Jarvis Hotels had planned a stock market listing last summer, but
postponed the float in the hope that the upswing in the hotel industry
would ensure a better price this year.
Ludgate, which was hired on the recommendation of Jarvis Hotels’ brokers
SBC Warburg and UBS, has been briefed to generate support for the float
among the business, financial and regional press, hotel and leisure
sector analysts and institutional and private investors.
The agency, which is believed to have netted pounds 80,000 in fees from
the appointment, will also give advice on advertising and design work.
Five agency staff will manage the account, including chief executive
David Simpson and chairman Tim Trotter. ‘It’s a very large flotation and
so it is a strong team,’ said Trotter.
He added that Ludgate hoped to be retained by Jarvis Hotels after the
planned float next month.
Jarvis Hotels is the latest hotel chain to seek a stock market listing.
In March, Edinburgh-based McDonald Hotels began trading on the London
market while Millennium and Copthorne announced that it intended to
float later this year.