Kulm Hotel St. Moritz & Grand Hotel Kronenhof
Global Media Strategy
Openings, Renovations and Launches
Swiss native and renowned architect Lord Norman Foster was commissioned by sister properties Kulm Hotel St. Moritz and Grand Hotel Kronenhof to re-invent their signature ice pavilion, originally built in 1905 and situated on the Kulm Hotel’s property. The new space was debuted as Kulm Country Club and includes a multi-functional sports arena, lounge and restaurant with a rotating Chef series. The Agency leveraged this opportunity to reignite interest in the two landmark hotels.
In order to generate buzz and awareness, the Agency organized a media event in New York with hotel General Managers and key executives six months before the debut of the Country Club. In addition to supporting the launch of the new facility, The Brandman Agency utilized this news to develop deeper narratives incorporating both hotels and their Winter programming. With this narrative in hand the Agency developed a strategic pitch campaign targeting key outlets including design, food and drink, fashion, culture & events. To bring the news to life, The Agency secured media to visit both properties and showcase its historic and modern approach. The 3-pronged strategy garnered long-lasting awareness and reached a variety of audiences across several channels.
“This project is very close to my heart. The old building had been abandoned for many decades; I saw a great opportunity to revitalize Kulm Park and this part of town by bringing it back to life.”
—Surface, March 2017
Meaningful feature coverage across multiple media platforms both before and after the launch. Feature highlights include: FT How To Spend It, Surface, Vogue, Conde Nast Traveler, Fathom, Forbes, Observer, Cool Hunting, Departures, Gotham, Men’s Journal. Recent media coverage re-ignited awareness around the properties and helped garner recognition among new audiences.
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