The Caledonian Edinburgh rebrands with Red Brick Road
Marcomms agency Red Brick Road was appointed by leading hotel management and asset management company Klarent Hospitality to help with the rebrand and repositioning of one of Edinburgh’s most iconic hotels, The Caledonian Edinburgh.
The flagship hotel has become part of Curio Collection by Hilton as it celebrates its 120th anniversary, joining a global portfolio of properties picked for their ‘individuality and character’ and designed to ‘reflect the unique spirit of the cities they call home’.
Red Brick Road has been commissioned to reposition the hotel, creating a new brand and visual identity. The brand positioning was centred on ‘True Connection’, highlighting the hotel’s unique ability to create true connections with guests, team members, the hotel’s history and to the city itself. The Clerkenwell agency has also been named as the hotel’s PR AOR, which includes implementing creative brand-building campaigns, partnerships, and media and influencer relations to cement its status as a leading luxury Edinburgh hotel.
Klarent Hospitality is investing £35 million to ensure that the unique essence of the hotel is brought to life for the next generation of guests, reaffirming its status as one of the UK’s most culturally significant hotels.
David Miller, CEO of Red Brick Road, said: “We feel incredibly lucky to be working on such an iconic hotel in one of the most coveted locations in Edinburgh. The rebrand project brings together Red Brick Road’s rich capabilities across, strategy, creative, production, PR and social. The brand refresh brings the hotel stories to life and will keep the deep heritage intact, create lasting memories for future guests.”
Peter Stack, Chief Executive of Klarent Hospitality, said: “As custodians of this landmark hotel, we have committed to the significant investment and transformation that will see The Caledonian as a world-renowned, leading hotel at the heart of Edinburgh. Selecting a great marketing agency partner has been an important part of the project and we are delighted with the work Red Brick Road have delivered.”
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