Case study: Launching Montcalm Mayfair as a new London luxury hotel
When Montcalm Mayfair prepared to reopen in 2025 following an extensive transformation, Halo worked alongside Montcalm Collection’s in-house team and specialist partners to shape and deliver an integrated launch strategy for the hotel and its signature restaurant, Lilli by Akira Back.
The brief
The launch needed to establish Montcalm Mayfair as the flagship of Montcalm Collection, introduce its Sensitive Luxury philosophy and distinctive brand story, and build awareness among guests, media and industry partners in the UK and key international markets.
As Fractional Marketing Director for Montcalm Collection, Halo provided senior strategic leadership while remaining closely involved in hands-on delivery.
Our approach
Halo developed and managed a detailed pre-opening and launch critical path, bringing together brand, marketing, PR, digital activity and asset creation within one cohesive plan.
Our support included:
Shaping the hotel’s positioning, brand narrative and key messages
Developing the pre-opening and launch marketing strategy
Planning channel milestones, content and first-look moments across travel, lifestyle, design, wellness and food and beverage
Directing and integrating PR agency activity across the UK, US, GCC and key European markets
Working with Autograph Collection Hotels to support EMEA amplification
Overseeing photography and content creation for PR, web, OTA, social media, CRM and loyalty channels
Supporting the launch of Lilli by Akira Back through chef announcements, critic and VIP hosting, media events and destination restaurant positioning
Leading award submissions and identifying opportunities to sustain recognition beyond the opening
The impact
The campaign generated more than 175 pieces of coverage with a combined reach exceeding 331 million. Montcalm Mayfair appeared across major media including Forbes, The Observer, Time Out, The Sunday Times, the London Standard and Condé Nast Traveller.
The integrated approach helped the hotel build awareness, advocacy and demand beyond its initial launch period, while creating a strong platform for ongoing marketing, partnerships, loyalty and commercial activity.
Montcalm Mayfair was subsequently named Best Hotel Opening 2025 in EMEA by Marriott, recognising the strength and impact of the launch.
“Ashleigh combines strategic direction with hands-on execution, translating strategy into impactful commercial delivery.”
Halo continues to support Montcalm Collection as its Fractional Marketing Director, working closely with the in-house team and wider partners to connect brand strategy with marketing, communications and commercial delivery across its London portfolio.
Planning a hotel opening, repositioning or new hospitality concept? Contact Halo to discover how we can support your hospitality brand.
