Reinventing ‘luxury’ with
Claridge’s

There’s nowhere quite like Claridge’s. And putting this iconic hotel into words is no mean feat. Beginning with tone of voice consultancy and spanning everything from e-newsletters to website copy, our work with the Maybourne Group has now grown to cover all five of their hotels: The Berkeley, The Connaught, The Maybourne Beverly Hills, Maybourne Riviera and, of course, Claridge’s.

We love bringing each hotel’s beautiful spaces (and distinctive tone of voice) to life. Whether it’s a Michelin-starred menu launch or multi-channel Christmas campaign, capturing the essence of these hotels in words requires just a little touch of magic.

Services
Website
Seasonal campaigns
E-commerce copy
E-newsletters
Editorials

Industry
Hospitality

E-newsletters

Standing out in a busy inbox is an age-old marketing challenge. We’ve given Claridge’s – and its sister hotels’ – monthly e-mailers a fresh twist, using storytelling to entice guests in.

Seasonal campaigns

Christmas trees created by world-renowned designers. Limited edition art deco Easter eggs. We’ve made these seasonal campaigns standout, writing eye-catching web descriptors, snappy in-room and packaging copy, and carefully considered e-marketing campaigns.

Example of seasonal website campaign copy

A decorative illustrated menu with a pastel color palette, featuring a pink bar scene on the left, a light blue page in the center with drink descriptions, and a pink abstract design on the right.

Cocktail descriptors for Claridge's hotel

Open booklet with text about the genres of music, with a pink graphic design on the right page.

Website content

Claridge’s may have been a London landmark since the 1850s, but it’s timeless. And our copy has to reflect that. As well as evergreen content, we write hundreds of pieces of web copy each year – everything from new suite openings to sweet-sounding patisserie launches.

Laptop screen displaying a webpage for Claridge's hotel, featuring The Painter's Room with a stylish bar and seating area, stained glass window, and reservation button.

Website copywriting example for luxury hotel

E-commerce copy

When Claridge’s, The Berkeley and The Connaught introduced e-commerce platforms in 2020, it was our job to bring a collection of beautifully crafted gifts and collectibles to life. Hand-crafted glassware, iconic afternoon tea sets, limited edition whisky… we’ve distilled the fine art of gifting into just a few words.

E-commerce writing: product description for Claridge's bell boy teddy bear

Product description for luxury e-commerce: Claridge's Art Deco Mugs

A laptop displaying a webpage for Claridge's luxury hot chocolate with an illustration of a mug filled with hot chocolate topped with whipped cream and chocolate pieces.

Editorials

Every season, we put together… The Season. A collection of must-see events, exhibitions and theatre shows across London, it’s an online and print edition piece that involves writing like a Claridge’s concierge. Minus the top hats.