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FILM: Marketing A Hotel
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25 mins, 2001
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The Crown Hotel, Scarborough, used to cater for wealthy holiday makers, but with the decline of British seaside, the Crown fell on hard times. In 2000 it was up for sale and falling to pieces. Then came new hope.
Local businessman Richard Frank set about restoring it to its former glory. He brought in new features - a gym and a cafe-bar. A website now offers a "virtual tour" of the hotel. Celebrities are used to get the hotel publicity and prices are cut to make sure the rooms are filled. The marketing tactics are radical - but will they work?
