UK marketing agency to take on the task of building its own luxury boutique

A UK marketing agency that specialises in the hospitality industry is set to put its money where its mouth is – as it embarks on building and running its own hotel on Portugal’s Silver Coast. 

Pic PR, the agency behind HospitalityPR.com, has decided to put its skills into practice, taking the decision to build a hotel, run it and market it accordingly.

In the first steps of a three-year project, the agency has purchased land a 10-minute drive from Nazaré beach as it bids to tap into Portugal’s rocketing popularity with tourists.

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With plans already drawn up with architects (and planning permission approved), the initial project will be a seven-bedroom, luxury boutique hotel – with additional plans to expand to a 14-bedroom establishment as lodges are added further down the line, along with a fine-dining restaurant.

David Barrett, MD of Pic PR, said of the move: “It’s been a vision of ours for a number of years – so we’ve been gleaning insight wherever we can, and are now ready to take the plunge. With 3 ½ years to go until our tenth anniversary, our plans are to open the hotel to mark the occasion. All being well, and this not being a massive mistake where we sink without trace, we hope to create a thriving hospitality establishment from scratch.”

Pic PR is a communications agency providing its PR, video, social media and copywriting services to a diverse range of businesses, but with an emphasis on and specialism in hospitality.

With an HQ in the Cotswolds near Cheltenham along with an Edinburgh office, its hotel clients include the Feversham Arms and Black Swan in Helmsley, the Calcot Collection, Storrs Hall in the Lake District, Headlam Hall, the Kings Head in Cirencester, Altis Hotels – a luxury group of five-star hotels in Portugal – and HOSPA, the association for Hospitality Finance, Revenue and IT Professionals, along with many more.

He concluded: “Our ultimate aim is to prove that we (Pic PR) can market a hotel to such an extent that it becomes a very profitable business, even if it’s started from scratch in a relatively underappreciated location. We’re confident we’re the first marketing agency to undertake such a venture – so time will tell as to whether we’re incredibly naïve or visionary pioneers. Building starts at the end of the year, and the branding process will start at the same time.”

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