The Grove - keeping the story fresh

Mango PR was contracted in November 2002 to handle the PR for the launch of The Grove in Hertfordshire. The resort was fully open by September 2003. Mango PR continues to work for The Grove today.

We are very proud of the consistently high volume of on-message coverage that is still generated about The Grove - which shows how, when a PR agency and their Client work closely together, better results are achieved. A key factor of The Grove campaign is a Client who understands how PR works – and how its needs differ to those of Sales & Marketing.

The Ongoing Brief

- to keep The Grove story fresh in the minds of the target media

- to be creative and come up with ideas/PR levers which…..

• are on-brand
• catch the zeitgeist, rather than follow trends
• generate income for the required parts of the business (leisure, family, spa…) - at the right time of year
• are operationally viable and are not excessively costly

- to implement these ideas and drive them through to create coverage

- successful examples of creative campaigns have included the following, see coverage below:

• Martinis & Manicures – weekend break (2006)
• Swing Out Sister – golf for girls (2007)
• The Beach at The Grove (2007), followed by
• Bikini Boot camp (on the beach and in the Gym) - 2009 and 2010
• Best Life @ The Grove (winter 2010)
• BBQ masterclass in the Walled Garden (2010)

The Phases of the Strategy:

The Opening – initial positioning - 2003 – 2004

- There is only one chance to get the message right at a launch - the key was to make sure all the coverage laid the correct foundations for the positioning, moving forward

-  Key Messages:

• London’s Cosmopolitan Country Estate
• Groovy Grand
• Hertfordshire - 18 miles from Central London
• Something for everyone

The Mid-Phase: maintaining the momentum – 2005-2007

 - The opening ‘honeymoon’ period is over, the press has a good understanding of what The Grove means

-  There is still room to grow the story on each part of The Grove

-  Key Messages:

• There’s always something happening at The Grove
• The Grove is always looking at new ways to look after its guests – whether they are visiting for a short break, a family getaway, for business…..

Now and the future – keeping it fresh – 2008 onwards….

- A good story keeps the property exciting

- The goodwill amongst the press built up over the years pays off

- Key messages:

• There’s always a good story at The Grove
• The Grove keeps changing – for the better
• Still one to watch…

The Results: Brand Slip Gap Analysis

- In early 2008, Mango PR conducted a Brand Slip Gap Analysis for The Grove which not only looked at whether the messages were still on brand, but also WHAT had been covered (the topics that made it into the press); WHERE it had been covered (the publication types) and WHY it had been covered (the PR levers)

- Conclusions showed:

Brand slip has been minimal: In your key audiences there is still a clear understanding of The Grove and what it is 

Fulfilment of the brand promise: There is a strong feeling amongst the press who have visited The Grove that it lives up to what we have said in the press pack – and the original key messages

Consistency of message: The document demonstrates that, right across the spectrum of publications, the core messages have been understood and conveyed to our target audiences clearly - and with continuing impact.

To date, The Grove has averaged 165 pieces of coverage per annum. This figure only takes into account quality media where the hotel sees a return on its investment.

A sample of opening coverage:

A sample of mid-phase coverage:

A sample of recent coverage: