Custodianship of a 100-year-old luxury brand in a new city

The world’s oldest luxury hotel brand is introducing a long-awaited London landmark and highly exclusive collection of residences to its portfolio following a 30-year search for perfection.

The Peninsula Residences London required highly targeted, carefully curated communications with a pan-global reach that established awareness and built intrigue to support early investment while retaining essential exclusivity and the element of privacy so highly regarded among UHNWI audiences.

SEC Newgate’s role is not one of pure promotion, but of considered custodianship. The approach for The Peninsula Residences was therefore boldly understated; capitalising on a quiet and highly credible confidence in The Peninsula brand and its existing equity among global UHNWIs.

We focused on crafting a place for The Peninsula Residences in the most influential titles, through editorial and content partnerships, and ensure a voice in selected conversations around ultra-prime real estate and branded residences. Taking a one-to-one approach with well-established real estate journalists, we continue to build bespoke stories and engagement with the brand for each.

A thorough and strict library of press office materials, including key messaging for all aspects, ensures consistency and control of all communications at all times and an effective dovetail with the hospitality campaign.  

The strategic whisper campaign has generated a steady pipeline of message-rich editorial within the pre-agreed media list, seeding The Peninsula Residences story in advance of its launch. First introduced to international audiences via a Financial Times HTSI feature, it has been placed in a series of leading titles worldwide from Bloomberg Wealth to Robb Report US, UK and Asia editions.