Maja Pawinska Sims 04 Jan 2023 // 4:28PM GMT
LONDON — Spanish hotel group Paradores has appointed travel PR and marketing specialist Lotus, part of W Communications, to manage its PR in the UK.
Established in 1928, Paradores is a state-run network of historic and cultural hotels, with a portfolio including converted monasteries, Moorish castles and luxury resorts across Spain.
The group’s focus is on protecting the country’s historical and cultural assets by breathing new life into prestigious buildings and putting lesser-known regions on the map. Before selecting Lotus, Paradores had not had PR representation in the UK for several years.
Lotus has been briefed to raise brand awareness and reinforce the hotel group’s role in helping travellers discover authentic, historic and cultural Spain, with the business objective of directly impacting UK sales and reservations.
The agency will run a press office function, launch a series of creative PR campaigns, and leverage the brand’s partnerships in the UK. Lotus has worked with Spanish tourism operations for more than 15 years, including the national tourist board, and has a dedicated division providing support to Spanish tour operators, airlines and hotel chains.
Paradores sales and distribution director Juan José González said: “Lotus has a great reputation for being experts in the Spanish market and we are delighted to be working with the team to grow our UK market share. We feel there is a lot of potential opportunity in the UK and we look forward to welcoming even more British guests to our properties.”
Lotus managing director Kate McWilliams added: “The properties offer a brilliant showcase of Spain’s identity from its history and heritage to its culture and cuisine. They are perfect for those looking to have a truly authentic Spanish holiday. We look forward to working with the group to drive awareness and sales from the United Kingdom.”
W Communications completed its full acquisition of Lotus in September 2021, after buying a majority stake in the agency in 2018.