Akkeron Hotels Group
The task: Appeal was appointed to handle the management of national regional media communications for the acquisition of hotel properties by Akkeron Hotels Group. Akkeron made its first acquisition of eight hotels, trading as Folio Hotels in December 2009, followed by a deal in December 2010 to buy the 18 strong Forestdale Hotels Limited and in 2011 acquired Butterfly Hotels Ltd, consisting of 10 hotels and bringing the total to 36.
The approach: Working closely with Akkeron, Appeal prepared a master press release and tailored the release for media within each of the hotel’s locations. Appeal established a distribution list of key regional and local media and handled all inward media enquiries.
Results to date: PR activity for the acquisition of Butterfly Hotels Ltd resulted in 31 pieces of press coverage in a three-week period, with articles achieved in the key national news, hospitality trade and national business publications, as well as all local media in hotel locations.