Enticing visitors to the new Mercure Paignton

When the Accor Group entrusted us with launching their new 4-star Mercure hotel on Paignton's seafront, we knew we had an exciting challenge ahead. The seaside town had seen a decline in tourism in recent years, despite its picturesque UNESCO Geopark coastal location.

Our task was to position the Mercure Paignton as the premier destination that would help improve the economic prosperity of the area.

“I’d recommend Program to any hotel or hospitality brand seeking a marketing partner who will go above and beyond.”

Emily Hardy, Mercure Paignton and Ibis Styles Paignton

Putting Paignton back on the map

Owned by the prestigious Singapore - based Fragrance Group, while franchised by global brand Accor and managed by RBH Hospitality Management, this 161-room property was set to be the star of the show. With its striking new look, stylish art deco interiors, and stunning ocean views, the hotel quickly became the talk of the town. Locals raved about it online, calling it "stunning" and "a fantastic addition" to Paignton.

The hotel aimed to revitalise the area and establish itself as a premier destination in Devon. This launch coincided with Torbay Council's Paignton and Preston Seafront masterplan, and a £40 million investment from the Fragrance Group.

We were tasked with positioning the hotel prominently in the local and regional market, driving hotel stays, food and drink bookings, revenue, and reputation.

Rising to the challenge

Approaching the brief involved a multifaceted strategy that included content creation and orchestrating a PR launch with national and regional press coverage.

First up, with our content creation and PR game engaged, we worked closely with the hotel team to build up that initial hype. Then we executed a killer grand opening event — entertainment, VIPs, the whole nine yards.

But we didn't stop there. Our social media wizardry took things to the next level, using targeted campaigns and influencer partnerships to boost the hotel's visibility and drive those direct bookings.

Through meticulous planning, strategic execution, and effective stakeholder management, the campaign delivered an impactful VIP launch event, which boasted an impressive result of 121% of attendees versus target.

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Launch party: delectable food and fun times

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It's not a seafront without fireworks

“The team’s forward-thinking digital strategies have modernised our social media presence and driven impressive engagement, all while maintaining seamless communication with our hotel team. From user-generated content initiatives to targeted paid ad campaigns, they’ve amplified our brand messaging in impactful ways.”

Emily Hardy, Mercure Paignton & Ibis Styles Paignton

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Celebrating the launch

The super positive feedback on socials underscored the event's success. All KPIs were smashed, with some exceeding the original targets by a very healthy 300%.

Since the launch, we continue to work closely with the Mercure Paignton to produce content, such as their newsletters and social media campaigns. Our tailored influencer strategy makes sure the hotel stays top-of-mind for potential guests, solidifying its reputation as a must-visit spot in Devon.

Our team loved working on the Mercure Paignton hotel launch. Helping to breathe new life into Paignton's seafront and making the hotel a true hub for the local community - that's the kind of stuff that gets us fired up.

It was a unique opportunity to contribute to the revival of Paignton's seafront, and establish the hotel as a premier destination in Devon.


We drove the hotel's social presence to quickly outshine the established competition