Millennium & Copthorne Middle East and Africa is a hotel company with big ambitions and growth plans, but relatively few hotels and low brand awareness in the region. Many people did not even know that its brands belong to the same group.
In the summer of 2011, Four and the in-house team began work on a PR and corporate communications campaign to build Millennium & Copthorne’s corporate profile and create stand-out in a crowded market space. We chose to do it through a cause close to the hearts (literally!) of many of our guests, as six out of the world’s 10 countries with the highest prevalence of diabetes are in the Middle East.
We identified diabetes as our platform for developing a campaign, aligning the hotels with the fight against the disease in a positive way. Our healthy hotels campaign was a cross-property, cross-brand marketing and corporate communications initiative focused on the causes of Type II diabetes. Our foundations were tasty and nutritionally balanced dishes suitable for diabetics, approved by hospital dieticians, offered across all hotels, backed by exercise classes and fitness campaigns.
We targeted particular audiences, from local communities to regular business travellers, with the message that Millennium & Copthorne was making a difference with fantastic menus and food choices and fun exercise options.
The PR and corporate communications campaign has exceeded expectations in terms of media coverage, both in volume and favourability. All media coverage bar one neutral news item was either positive or very positive, and we have received more than 100 pieces of coverage in consumer media, daily papers, business, trade, and online media across the GCC, with a combined circulation of around 2,700,000 people and an estimated reach of more than 7,000,000. Almost 30% of all coverage quotes the CEO, weaving the campaign into the corporate profile. More than 96% of the coverage shows M&C as a socially responsible organisation.