As so many businesses reopen their doors on Monday 17th May, Halo is delighted to see the hospitality industry return to welcoming guests once again. 

One notable opening is The Dilly on Piccadilly which has been transformed from Le Méridien Piccadilly to an independent hotel.

 

Halo was delighted to support its re-branding journey as it decoupled from Marriott Hotels & Resorts, supporting with their re-launch marketing and communications strategy. 

 

The Dilly - The Transformation Journey
 

When the management agreement with Marriott International at Le Méridien Piccadilly in London was due to end in November 2020, owners, Archer Hotel Capital, decided to transform Le Méridien Piccadilly, a historic hotel dating back to 1908,  into an independent hotel. 

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Objectives were to replace international demand with a distinct brand identity and marketing strategy, defined by its location, connections and commitment to sustainability. 
 

Halo developed a comprehensive integration plan for the re-branding transition period to raise awareness of the new brand both domestically and internationally, retain loyal guests and drive the acquisition of new guests. 

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We worked with the hotel management company, hotel team, owners and specialist hospitality branding agency, 80Days, to develop the new name, branding and digital marketing. We also managed the pitch process to appoint a global PR agency, to support raising awareness of the independent brand domestically and internationally. 

 

We implemented an omni-channel approach to drive business to the hotel’s new website, thedillylondon.com, supported by a public relations, digital marketing and social media campaign alongside a customer relationship management (CRM) strategy.