The agency has been briefed to build awareness of the hotel and drive a sustained media campaign following its launch in 2015.
It hopes to emphasise the hotel’s urban design credentials and strengthen its position as a pioneer for the Hilton brand through initiatives targeting both Londoners and visitors to the capital.
Diffusion will also deliver an integrated lifestyle campaign spanning traditional and social media, including influencer engagement, brand partnerships and events.
Additionally, it will deliver destination PR highlighting Bankside’s local communities and craftspeople. This will help the agency position the hotel’s bar and restaurant, The Distillery and OXBO, as food and drink destinations in their own right.
Finally, it has been awarded a B2B brief to drive bookings of the hotel’s 1,000 sq metre events space.
“We felt Diffusion were a smart team who gave us the commercial creativity we were looking for,” said Georgina Morgan, PR and marketing manager at Hilton London Bankside. “They have the perfect combination of deep travel expertise with a refreshing consumer lifestyle approach to hotel PR which will help us stand out in a highly competitive market.”
Natasha Cobain, director of consumer and travel at Diffusion, added: “Hilton London Bankside is a stunning hotel in a vibrant, up and coming quarter of London which offers us a huge amount of untapped potential from a PR perspective.
“There is an important role for PR in ensuring that Hilton London Bankside stands-out in the capital’s hotel scene. We’re looking forward to using our extensive experience of strategic storytelling and content creation to raise awareness of the individuality of the hotel.”