How we work
Good communications begin before anything is written or pitched.
Every property or destination starts from a different place. A new opening, a family-owned retreat and a destination changing its reputation do not need the same plan. We begin with the ambition, then we uncover what makes the brand unique and translate its story into thoughtful campaigns.
© Ice Q
From ambition to momentum
01
We start with a conversation about where you want to go, what the property needs to be known for and what success should mean at this point in its story.
02
We research the destination, market and wider context before recommending an approach. Once appointed, we visit the property and speak with the hotel team and relevant partners. The fuller the picture, the stronger the strategy.
03
We turn what we learn into a detailed communications strategy, then identify the ideas, stories and opportunities that can make the property relevant to the right people now.
04
Senior people remain involved in direction, client oversight, media relationships and the judgement calls that shape the work. The approach adjusts as the response and the market develop.
05
We put the strategy to work through media, content, partnerships and relationships. Reputation and visibility build over time, so the work is designed to travel further than a single announcement or season.
What the work can include
An engagement may draw from one or more of four areas. The mix follows the property, the moment and the audience rather than a fixed package.
NOT INCLUDED
Technical SEO delivery sits outside this offer. ASA’s communications and PR work can support how a property appears in search and AI-assisted discovery.
IN HOUSE / PARTNERS
Everything listed here is delivered in house. Global PR runs through ASA’s partners.
Strategy
Decide what the property needs to be known for and how to make that position credible.
Communications strategy and positioning
Define the case for the property, the audiences that matter and the role communications should play.
Reputation counsel
Advise on the longer-term decisions that shape how a property is understood.
Sustainability communications
Communicate substantiated environmental and social commitments clearly, without turning them into decoration. We also support with sustainability reporting, stakeholder engagement and materiality assessments.
Search and AI-discovery counsel
Advise on how editorial coverage, owned information and reputation signals can support what search engines and AI-assisted travel tools find and repeat.
Stories
Find the story worth telling and make the case for it in the right places.
Media relations and press office
Develop editorial angles, approach the relevant media, prepare press materials, arrange media visits and manage ongoing press activity.
Story development and content
Develop property-, people- and place-led ideas for press materials, features and selected editorial content.
Moments
Turn important milestones into meaningful opportunities
Openings, launches and repositioning
Plan communications for new openings, relaunches, renovations, new concepts and other moments when a property needs to establish or change how it is understood.
© Tschuggen Grand Hotel
Influence
Extend the conversation beyond earned media.
Partnerships and collaborations
Identify and shape relevant brand, cultural or commercial relationships that introduce a property to the right audiences.
Digital communications
Plan selected digital content and channels that support how a property is found and understood.
Social and beyond
We connect brands with influential voices, tastemakers and key opinion leaders to build credibility, reach relevant audiences and create meaningful brand engagement.
The people you meet at the start remain close to the work.
Rosanna Campbell-Gray and Beatrice Barbato remain involved in strategy, client oversight and the media relationships that matter to the work. Clients are not passed from a senior pitch team to a separate delivery team once the engagement begins.
IN PRACTICE
Our team is based between London and Milan but is often found looking for stories and inspiration in our destinations.
A clear view of the work
Reporting keeps the work visible and gives each conversation a clear starting point. It records the activity already under way and what is planned next.
Discuss your property
Tell us about the property, the moment and what you would like communications to help change.