Malmaison
With a collection of stylish city townhouse across the UK, Malmaison blends bold design, curated experiences, and exceptional food and drink to create a destination that’s stylish, social, and alive.
We help bring Malmaison’s personality to life, connecting the brand with audiences, media, and creators to ensure every story, stay, and experience reinforces Malmaison as each city’s go-to for memorable moments.
What we do
To reinvigorate Malmaison’s brand, we delivered a proactive, high-velocity press office programme designed to engage new audiences while maintaining loyalty with the core demographic.
By combining tactical PR and influencer trips with bold, strategic storytelling, we positioned Malmaison as a flirty, fun, urban hub for city breaks and foodie experiences – bringing its modern townhouse hotels to life across traditional media and social platforms, while launching a few hotels along the way!
What we have achieved
Charged with growing Malmaison’s profile with the UK consumer, our proactive PR work has quickly gained momentum.
We drove a 230% increase in brand media coverage (2024 vs 2019), reaching previously untapped audiences while reinforcing Malmaison’s reputation as a metropolitan destination with personality.
Across 281 PR and influencer trips, we created content that resonated with aspirational Millennial and Gen X audiences, strengthened the brand’s presence across lifestyle, food, and travel media, and built measurable engagement and awareness for each property.
Highlights
- Launched Malmaison Manchester Deansgate, positioning the new hotel as the city’s must-visit destination for creative and cultural tastemakers, driving over 220 PR visits and more than 275 pieces of high-value earned media in the first 12 months.
- Relaunched Chez Mal and Malmaison Bar & Grill in Liverpool through a mix of PR, influencer events, and social media collaborations, delivering >501k reach from event content alone!
- Partnered with media and digital collaborators to maximise visibility including partnerships with The Times, and The Manc.
- Built a network of influencer ambassadors across key regions, activating repeat collaborations to amplify Malmaison’s food, drink, and lifestyle experiences.
- Ran targeted micro-campaigns around renovations, new menus, and experiential offers, generating coverage and content that drove social engagement and increased footfall.