The Burlington Hotel relaunch

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Who & what are they?

The Burlington Hotel – 4 AA Silver Star accommodation situated on Worthing’s seafront.

The Grade II-listed hotel was built in 1864 and is the town’s oldest purpose-built hotel. A beloved local landmark, The Burlington Hotel has hosted Charles Dickens and Oscar Wilde, and more recently, Paul Gascoigne and Gary Lineker.

Bought by father-son team Kazem and Michael Najafi in 2017, the hotel has undergone a £3m renovation. All 26 en-suite rooms were refurbished, a new lift was installed, and the lobby, bar, restaurant and event spaces were also redecorated. The restaurant was also renamed to ‘The Sea Pearl’.

The Goal

  • To create a clear, strong brand identity for the hotel to attract a new market of young professionals
  • To support the hotel team in hosting and promoting events
  • To increase awareness of the business through advertising by promoting the elegant bar, the restaurant’s exquisite food, the venue’s event spaces and the newly refurbished rooms, using professional photography and engaging messaging across multiple marketing platforms
  • To promote the hotel’s £3m refurbishment with a relaunch event showcasing the new brand identity and drawing in the new desired audience

What we did

  • Meticulous planning & research
  • Regular meetings and updates to report on progress and ensure a continuous collaborative relationship
  • Devised and implemented a social media strategy
  • Created new SEO content for the website
  • Planned a relaunch event to show local businesses the refurbishment and to introduce the Burlington Hotel as an attractive venue for events


The detail:

Online presence
We updated and refreshed the existing content on the website, and wrote new SEO-optimised content, including blog content targeting people looking for hotels in the South Downs area and people searching for hotels near the world-famous Goodwood racecourse.

To establish consistency across online channels, we updated all profiles on social media and listing sites. We created a separate Trip Advisor profile for the hotel’s restaurant The Sea Pearl to promote it as an attractive destination for dining and drinks in its own right.

To re-engage guests in the existing customer database, we produced email newsletters highlighting special promotions and events at the hotel.

Relaunch event
For the relaunch event, we worked with a graphic designer to produce invitations that would be signed personally by Michael and sealed with a custom wax seal, to give each invitation an elegant personal touch. The relaunch event included an exclusive preview of the Sea Pearl’s new menu and the Burlington team gave tours to more than 75 guests to show them the newly refurbished bedrooms and event spaces.

The Results

Since June 2022, traffic to the website has increased by 26% overall, and compared with June 2022, June 2023 received 65% more traffic.

We are now in position 2 on page 1 of Google for ‘luxury hotel worthing’, increased from position 10.

We’re also in position 4 of page 1 for ‘hotel worthing’, having previously been in position 6.

Of the 100+ invitations sent to local businesses, the relaunch event had 75 attendees and was a tremendous success.

We achieved coverage in local and trade press including:

ROAR Louder

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