McCluskey gets Caribbean appointment

Malliouhana Hotel & Spa is appointing travel and lifestyle specialist McCluskey International to handle a trade marketing campaign to complement the current Public Relations campaign, with immediate effect.

McCluskey International has handled the Public Relations for Malliouhana Hotel & Spa for over seven years and after a review of the developing marketplace, it was felt that now was the time to embark upon a travel trade marketing campaign to complement Public Relations efforts and capitalise upon the numerous opportunities available to the property.

The campaign will be led by Elaine Barrett, Director of Trade Marketing at McCluskey International and key objectives will be to increase awareness of the property amongst UK tour operators and specialist travel agents and position the property as one of the most aspirational, yet welcoming experiences in the Caribbean and indeed, the world.  The goal will be to develop an integrated campaign to build tour operator and media support through a structured programme of product development, familiarisation visits by press and trade, and media relations. The Public Relations programme will continue to be overseen by Susie de Carteret, Group Account Director of Public Relations and will continue to target consumer, niche and travel trade media.


The key campaign messages will be in two tiers: firstly to highlight Malliouhana’s attributes as a property for the whole family to mainstream and high-end tour operators and agents, concentrating on the various facilities on offer including a life-sized replica pirate ship and children’s pools as well as nanny services available on-site. The second tier will focus on specialist operators such as spa, wellness and cuisine operators highlighting Malliouhana’s first-class spa and the restaurant Michel Rostang at Malliouhana overseen by the Michelin-starred chef - focusing on Malliouhana as a lifestyle choice.


The travel trade marketing campaign will focus on increasing bookings to Malliouhana Hotel & Spa and offering sales incentives for agents booking the property.  In addition, focus will be placed on educating the travel trade and highlighting the various packages which are on offer including wedding and honeymoon packages, cuisine and wine events such as Epicurean Week and the new spa packages and spa cuisine offerings.

Judy McCluskey, Agency Principal, McCluskey International comments: “This is an incredibly exciting opportunity and one that we are approaching with enormous enthusiasm.  We have been working with Malliouhana Hotel & Spa in a Public Relations capacity for some time now and we feel the time is right to explore the endless opportunities available to Malliouhana Hotel & Spa from a tourism marketing perspective’.

Elaine Barrett, Director of Trade Marketing added: ‘I am very much looking forward to being part of the project and to highlight the attributes of Malliouhana Hotel & Spa to the travel trade’.