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Hotel management business looks to Active Profile for PR boost


Active Profile has been handed a PR brief by Valor Hospitality Europe, the hotel management business.

Valor currently manages a portfolio of 20 hotels throughout the UK, including brands such as Marriot, Indigo and Hilton. It was recently appointed to manage two Ramada hotels in Salford Quays and Birmingham, as well as the Hotel Indigo in Liverpool (pictured above).

Liverpool-based Active Profile has been appointed to work with MD Brian McCarthy and the wider team to “tell the Valor story so far”.

Anna Heyes, managing director at Active Profile, said: “We are very pleased to be working with Valor, especially at such an exciting time for the business as it continues its expansion throughout the UK and Europe. We have only been working with the team for a short time but we have hit the ground running and are starting to see some great results already.”

Brian McCarthy, managing director at Valor, added: “The business has only been established for nine months but we are really proud of the progress that we have made during that short time.

“We wanted to appoint a PR agency that has the contacts, experience and expertise to raise our profile and we have found that in Active Profile. The team is commercial in its approach and has a real understanding of our business objectives so the business and PR strategies are closely aligned.”

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