STAKISis investing ú2m in its first ever television advertising campaign this year in a bid to raise awareness of its brand.
Managing director Anthony Harris said: “We did some research among agents and they said that when they book Hilton or Marriott, they don’t have to explain anything to the customer but when they book Stakis, they do.
“We don’t want agents to have to explain anything about us.”
Harris believes around 30% of the UKpopulation knows the brand and its data shows that the majority of these will make a repeat visit.
“We want to reach those that don’t know about us so that when our sales people go out to agents and the business community, they are already aware of us,” he said.
The advertising campaign will start in Scotland and, if successful, it will be rolled out to other areas in the UK from March.
The launch of the advertising campaign coincides with the unveiling of a new corporate identity for the group.
“We asked people what they thought of Stakis and they said they thought we were a vibrant, contemporary and cosmopolitan company but when we asked them what they thought of our corporate identity, they said it was conservative, staid, like an old city institution,” said Harris.
He said the new logo was designed to represent warmth and quality and the word Stakis was written in a more contemporary script to reflect informality and individuality.
In the coming months, the logo will be used on all promotional material, including the Stakis Short Break brochure. Hotel signage will gradually be replaced, starting with the Stakis Edinburgh Airport and Stakis Dunblane properties.