New Work: Jack’s Restaurant, Hilton Garden Inn

Back in February my last out-and-about job was a branding and content project for Hilton Garden's Inn’s new restaurant brand, Jack’s.

I went across London! On the Underground! Without a mask or hand sanitiser! Wild times.

It also meant that I could stay with my good friend Suze in Kilburn and we had a rather excellent curry that night. My meet-ups with Suze often involve excellent curries (still mourning the loss of that place in Camden that did the most delicious goat curry I’ve ever tasted), but this one was particularly good. So much paneer. Mmm.

Anyway, I digress.

The restaurant was initially launching at Hilton Garden Inn’s Heathrow location, with the intention of rolling it out across the whole Garden Inn brand (all of that sadly put on hold by something called COVID-19 - you might have heard of it?).

The hotel was also being refurbished, so not only did they need a ‘Personality Presentation’ (a sort of tone-of-voice-with-values exercise) for Jack’s, they also needed names and descriptions for their 10 new meeting rooms, copy for their banqueting and events packages, menus, room descriptions and some versatile copy describing the hotel itself and its amenities for their website and other marketing materials.

Hilton also wanted there to be a more obvious connection between their restaurant and their executive suite, and so I came up with the idea of naming the meetings rooms after “famous Jacks and Jackies who encapsulate the inimitable spirit of Jack’s”. Think along the lines of playful mavericks like Kerouac, Kennedy, Collins, Nicholson and so on. The Kennedy was the biggest of the lot, perfect for setting up lecture-style sessions, whereas the Kerouac was the ‘kooky’ one with the Smeg fridge and beanbags.

Although I specialise in education, charity and the arts, I’ve done a surprising amount of writing for the hospitality sector and this was one of the most enjoyable gigs of the lot. And it means I can put the Hilton logo on my website, which is obviously a massive bonus.

My contact Thomas Verbaet who was overseeing things from his marketing agency in Brussels said": “I sincerely enjoyed working with Laura as she very quickly understood the briefing and the tone of voice we wanted to give to our copywriting. She is very professional and goes the extra mile to make sure the result is optimal. I will definitely be using her services again, and can only recommend her to anyone!”

Which was really nice of him.

**Adopts Queen Elizabeth’s voice** We will meet again…and go to London without thinking too much about it…and eat great curries with our friends.

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