Announcement – Acquisition of Pros Agency fortifies presence in Brazil and greater Latin America. Read more.

Our Work

Unsere Arbeit

Frasers Hospitality

Driving Awareness and Demand, UK


Introducing Malmaison York! A multichannel campaign to revitalise a historic city corner

What: Allison+Partners worked with Frasers Hospitality and its boutique hotel brands, Malmaison and Hotel du Vin for over three years, delivering an average of 160+ pieces of coverage per year across national, lifestyle, trade and influencer outlets. 

In addition to a dedicated press and influencer office function and ensuring a steady drumbeat of coverage for the 47+ strong UK property portfolio, we also implemented an integrated,

storytelling-led campaign to help launch a brand new Malmaison property in York, utilising earned PR and paid social ads to build momentum around a key city centre launch for the brand.  

 By telling the story of the city’s unique history, the past life of the hotel building itself and the new stories yet to be told at the first Malmaison property in the city of York, we created impact, excitement and that all important buzz in an ever-crowded hospitality landscape. 


The Results – What We Achieved

From an earned PR perspective, the team secured 70+ pieces of launch coverage across top tier consumer, lifestyle, national and trade media. Through the paid social ads campaign, the results were just as impressive, with image-led content leading to 85% of total FB likes achieved by ads​, 1550% ROAS (Return on Advertising Spend)​ and a return of £13,378.00​.


Pieces of launch coverage


Return on Ad Spend


Total FB likes achieved by ads


Total Return


The Results – What We Achieved