Dublin based international luxury hotel group The Doyle Collection will this week unveil an exciting new marketing campaign, underlining the Group’s unique connection between Ireland and the UK, as it touches down with a major brand installation in London’s Heathrow airport.
From this week, passengers arriving at or departing from London Heathrow’s ‘Irish Pier’ in Terminal 1 will find themselves at the centre of a dramatic storyboard of events, inspired by The Doyle Collection’s eleven luxury hotels in Ireland, UK and the US, as they journey to and from their gate. Stretching 71 metres on both sides along the length of the tunnel, the creative tells the story of a series of snapshot moments, under a brand new tagline: ‘The Doyle Collection: Where the action is without the drama’.
The Doyle Collection’s Irish Pier tunnel campaign will run for an initial period of twelve months, incorporating striking imagery from The Doyle Collection’s three London hotels - The Marylebone, The Kensington and The Bloomsbury Hotels - as well as its international portfolio, which includes luxury hotels in Dublin, Cork, Bristol, Boston and Washington DC.
The Doyle Collection’s London hotels have performed strongly year to date, with revenues up 12% on 2011. The Irish Pier tunnel at Heathrow airport is an ideal place to highlight The Doyle Collection brand and the individual luxury hotels, given that last year 16% of passengers from Heathrow Terminal 1 travelled to Ireland, a total of 2.15 million passengers.
Four out of five passengers travelling to Ireland fly with Aer Lingus; all Aer Lingus flights from London Heathrow operate from this Irish Pier, along with BMI and, while more than half the passengers through the pier go to Dublin, 14% travel to Cork, 20% travel to Belfast airports and 7% travel to Shannon. London Heathrow was the EU’s busiest passenger airport in recent years, with 66 million passengers handled in 2010, according to Eurostat.
As the campaign was unveiled, Pat King, CEO of The Doyle Collection said: “This initiative is a totally new departure for The Doyle Collection and is about creating a story behind the Group. The campaign showcases our luxury hotels, their quality of design, uniqueness of character and excellent locations to the people travelling to and from London and Dublin, encouraging them to experience our hotels for themselves.
“Those who travel between Ireland and the UK will be no strangers to Heathrow’s Irish Pier - it’s rare to go through it without meeting someone you know! - making it a perfect fit for The Doyle Collection, whose London and Dublin hotels are a firm favourite for Irish leisure and business travellers. As a frequent traveller, there is often a sense of pride associated with seeing Irish brands succeeding in London. Connections and relations between Ireland and the UK have never been stronger and it’s no surprise that London is the number one overseas destination for Irish travellers, with more Irish business people travelling to London than ever before.
“This campaign aims to engage, entertain and introduce travellers from the UK and Ireland to the story of The Doyle Collection and our luxury hotels not only in the UK and Ireland but in the US as well.”
The creative agency responsible for the campaign is MPG, based in London.