The Merchant Hotel, Belfast

principal involvement : Marketing Strategy Planning

Marketing planning workshop for the Director and staff for (then) Belfast's newest and most prestigious boutique hotel. 

The Merchant Hotel in Belfast has long been admired for its distinctive architectural style. Both in its former life as the headquarters of the Ulster Bank and now, its new incarnation as a five star luxury hotel. Iridescence was delighted to have participated in the early-stage marketing planning process for this multi-award-winning venue which now competes with the best hotels in the world.

project objectives :

  • Explore brand name and character
  • Establish targets markets
  • Establish principles of communications plan

As market leaders, we aim to stay ahead of the competition through thorough research of the market and an innovative approach to marketing. We sought Finella’s input to develop the marketing strategy for the 5* luxury ‘Merchant Hotel’, the first hotel project to be undertaken by Beannchor and definitely our most ambitious project to date. Under Finella’s management, a ‘think tank’ of highly qualified individuals was pulled together for an intensive marketing meeting with the senior managers which resulted in an extremely effective marketing plan. Finella demonstrated excellent lateral thinking on this wide ranging subject.

Bill Wolsey, MD/Proprietor, Beannchor Ltd

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