La Mamounia 100 years of Excellence

La Mamounia, the iconic palace hotel in Marrakech, celebrated its 100th anniversary in 2023 and set new standards in the global perception of the grand hotel industry. The anniversary was accompanied by a comprehensive PR campaign that focused on the authenticity and emotional depth of the brand. The aim was to sustainably position La Mamounia as a symbol of Moroccan hospitality and supreme elegance in the DACH region.

The 100th anniversary of La Mamounia presented a unique opportunity to place the hotel’s cultural and historical heritage at the center of communication and at the same time further strengthen its positioning in the luxury segment. The task was to communicate a centenary in the DACH region in a targeted manner. When an Earthquake occured, Wilde & Partner reacted flexibly and appropriately.

In order to achieve La Mamounia’s goals, Wilde & Partner relied on a holistic communication strategy:

• Media Relations & Storytelling: Development and placement of relevant stories in leading media that emphasize the tradition and elegance of the hotel.
• Organization and support of press trips and media events: planning and implementation of exclusive events that gave journalists and influencers in-depth insights into the hotel and its history.
• Strategic communication: Conception and implementation of a coordinated PR strategy to sustainably strengthen brand perception in the DACH region.
• Crisis management: Flexible adaptation of communication after the earthquake in Morocco, including the successful rededication of a gala evening as a fundraising gala to support those affected.
• Influencer relations: Collaboration with renowned personalities from the luxury and lifestyle sectors to maximize the campaign’s reach.

Results

The campaign achieved outstanding success:

• Over 80 high-quality publications in leading luxury, travel and lifestyle media such as AD, Elle, Focus, Bunte, GQ, Harper’s Bazaar and Falstaff, with an advertising equivalent value of over EUR 1 million.
• A 50-minute TV documentary about La Mamounia, broadcast on ARTE, which highlighted the history and uniqueness of the hotel.
• Successful crisis management after the earthquake: The rededication of the gala evening as a fundraising gala generated significant support for the people affected in Morocco.

With a comprehensive and flexibly implemented PR strategy, Wilde & Partner succeeded in turning La Mamounia’s 100th anniversary into an outstanding success. The hotel was not only strengthened as an icon of Moroccan hospitality, but also positioned as an example of a modern grand hotel with cultural depth and social responsibility.