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5-Star advertising for london’s newest 5-star hotel

12th December 2013

By Wayne Hall

Following a £16 million refurbishment programme, The Royal Horseguards hotel in London has recently been awarded the coveted 5-star status.

To celebrate and promote this, Impact was commissioned to create an advertising campaign with a 5-figure media spend. Entirely created, shot and developed by Impact, there are two executions; each showcasing the stunning location, architecture and heritage of the hotel, under the banner of ‘Make your own statement’. Each ad features models in evocative location photography and quotes from Sir Winston Churchill, who has an historical association with The Royal Horseguards building.


This is the first time that Guoman Hotels, the owner operators of the hotel, has invested such a significant budget into off-the-page advertising for one hotel. The campaign will be featured in such publications as Condé Naste Traveller, Sunday Times Travel and Telegraph Ultra Travel from October through to February next year.