Bucharest, 8th of July, 2010

Ana Hotels chose the Lowe group as a communication partner



Lowe & Partners, Lowe PR and Brand Connection will manage the communication strategy of the largest group of hotels in Romania


The three agencies will manage the communication of all the hotels belonging to the Ana Hotels group: Sport, Poiana and Bradul from Poiana Brasov, Europa and Astoria from Eforie Nord and Crowne Plaza.

Besides, Lowe, Lowe PR and Brand Connection will provide the communication platforms for both Ana Aslan Health and Ana Yacht Club from Eforie.

The agencies that participated in the pitch had to answer the challenge of finding a common platform, adaptable to the different communication needs of all the hotels in the group:
„Ana Hotels means diversity of products, publics and, implicitly, of communication needs, but unity in standards and spirit. It is not easy to communicate different messages under the same umbrella without touching any of the brand’s individuality. We were impressed by the strategic thinking and the complexity of the solutions offered by Lowe, by the way they combined the communication solutions with the marketing ones” says Dan Volentir – Business Development Director Ana Hotels.

„Recharge!” the creative winning route, will be implemented in the group’s corporate communication, but also in the brand communication of each hotel unit.
Therefore, The Crowne Plaza Hotel will be rellaunched this fall under the slogan “Recharge your success!”, The Sport Hotel will reopen for the action lover public in December under the slogan “Recharge your appetite for action!”, while The Europa Hotel is the strategic objective of the summer season, along with Ana Aslan Health Spa and Ana Yacht Club.

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About Lowe PR
Winner of two Golden Awards for Excellence and three Silver Awards for Excellence in The PR Award Romania 2008 & 2009, finalist in The European Excellence Award 2009 and Sabre Award 2008 & 2009, Lowe PR covers the whole spectrum of Specialized Global Practices and provides a complete range of PR Specialized Services
The Lowe PR clients portfolio includes companies such as: Electrolux, Unilever, RBS – Royal Bank of Scotland, Orange. Johnson&Johnson, Schneider Electric Romania, Hasbro Romania, Ana Hotels, ECHO (The Humanitarian Aid Department of the European Commission), Stem Health Unirea, Bayer, Burker King, The Romanian Red Cross, ’The Romanian Center for Lost and Sexually Exploited Children - FOCUS‘ Association.
Lowe PR is member of the companies group among with Lowe & Partners, Initiative, Brand Connection, HyperActive, Medic One and Scholz & Friends.