Following the announcement earlier this year that asset management company Klarent Hospitality and Henderson Park are investing £35m in the rebrand and repositioning of the The Caledonian Edinburgh, it has now appointed marcomms agency Red Brick Road. The hotel was also in the news recently as rumours spread that Taylor Swift had chosen the hotel while she was playing in Edinburgh as part of her record-breaking Eras tour.
The agency has been commissioned to reposition the hotel, creating a new brand and visual identity centred on True Connection, highlighting the hotel’s “unique ability to create true connections with guests, team members, the hotel’s history and to the city itself.”
The Clerkenwell agency has also been named as the hotel’s PR AOR, which includes implementing creative brand-building campaigns, partnerships, and media and influencer relations.
David Miller, CEO of Red Brick Road, said, “We feel incredibly lucky to be working on such an iconic hotel in one of the most coveted locations in Edinburgh. The rebrand project brings together Red Brick Road’s rich capabilities across, strategy, creative, production, PR and social. The brand refresh brings the hotel stories to life and will keep the deep heritage intact, create lasting memories for future guests.”
Peter Stack, Chief Executive of Klarent Hospitality, said, “As custodians of this landmark hotel, we have committed to the significant investment and transformation that will see The Caledonian as a world-renowned, leading hotel at the heart of Edinburgh. Selecting a great marketing agency partner has been an important part of the project and we are delighted with the work Red Brick Road have delivered.”
Klarent Hospitality, led by Chairman John Brennan and Chief Executive Peter Stack, employs over 60 people at its head office in Glasgow and manages a portfolio of Henderson Park-owned hotels across the UK and Europe, including five Hilton Hotels across the Central Belt of Scotland.
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