Background and Brief
Laura Ashley, one of the world’s best loved fashion and home furnishings retailers, entered the luxury hotel market in summer 2013, with the launch of a glamorous 49-room hotel near London. The boutique hotel, named ‘Laura Ashley The Manor, Elstree’, provided a showcase for the brand’s furniture, home accessories and high-end interior design service.
Having been repeatedly disappointed by the larger PR agencies, I was hired by the Laura Ashley team to launch the hotel to the UK mass media in order to generate a buzz around the new venture and drive enquiries and bookings. I was brought in again to launch Laura Ashley’s second hotel, The Belsfield, on the shores on Lake Windermere, in summer 2014. Named ‘Laura Ashley The Belsfield, Lake District,’ the hotel in the resort town of Bowness-on-Windermere combines classic British elegance and deluxe facilities with some of the finest views the Lake District National Park has to offer.