Building Global Recognition Through Strategic Brand Positioning
Leva Hotels is a hospitality brand with a clear growth ambition across the Middle East, Europe, and Africa. Operating in a highly competitive market, the brand needed to elevate its profile beyond traditional hotel marketing to support expansion, partnerships, and long-term credibility.
The challenge extended beyond visibility. Leva Hotels required a communications strategy that could speak simultaneously to two distinct audiences: hotel owners and operators evaluating growth and partnership opportunities, and consumers whose perceptions of service quality and experience directly influence brand value.
At the center of this effort was owner J.S. Anand, whose leadership and vision formed a critical part of the brand narrative. Translating that leadership into international recognition required a structured approach that aligned brand storytelling, executive positioning, and third-party validation.
The objective was not to pursue publicity for its own sake, but to position Leva Hotels as a credible, growth-focused hospitality brand with relevance at both industry and consumer levels, supported by earned recognition in influential global forums.
Leva Hotels had a great business growth proposition that could help hotels across Africa and the GCC compete favorably. To help Matrix PR develop the right comms strategy, the team first needed to carefully categorize the target audience and then identify platforms where they can be reached.
Position Leva Hotels as a distinctive hospitality brand with a scalable growth proposition across Africa, the GCC, and select international markets.
Build credibility among hotel owners, operators, and industry decision-makers by clearly articulating Leva’s business and partnership value.
Strengthen consumer-facing brand perception by reinforcing quality, professionalism, and experience-led management.
Elevate executive visibility for J.S. Anand through credible, third-party recognition and leadership profiling.
Secure high-impact media exposure to support international awareness and long-term brand equity.
Limited brand visibility among hotel owners, operators, and other decision-makers across key MEA markets.
Low presence on influential industry platforms and forums where partnership and growth conversations typically take place.
Preliminary industry analysis focused on the structural barriers limiting growth for hospitality brands in the region.
Recurring operational challenges, including inconsistent management standards, muted differentiation, and uneven guest experience, all weakened long-term competitiveness.
These insights shaped a communications approach that positions Leva Hotels as a brand that addresses industry pain points rather than competing solely on visibility.
Focus on high-impact hospitality platforms and industry forums where growth, partnership, and transformation conversations already take place.
Position Leva Hotels beyond traditional PR by integrating brand storytelling, executive visibility, and direct engagement with decision-makers.
Use leadership profiling and thought leadership to establish long-term credibility across priority MEA markets.
Direct engagement with hotel owners and operators.
J.S. Anand is positioned as an industry authority.
Thought leadership across priority markets.
* Execution was structured around four clear pillars designed to elevate Leva’s brand profile and place J.S. Anand in direct contact with hotel owners and business decision-makers across priority markets.
* This approach supported both communications and commercial objectives by reinforcing credibility, visibility, and relevance at the industry level.
* Spotting high-impact opportunities where LEVA and J.S. Anand could take center stage and actively shape industry conversations.
* Positioning Leva and J.S. Anand as the go-to experts in turning investments into stronger ROI for hotel owners.
* Sparking curiosity by highlighting Leva’s unique approach and the untapped growth opportunities within the hospitality sector through strategic partnerships.
* Exploring unconventional strategies and value-driven collaborations to unlock new B2B opportunities and accelerate lead generation.
In six months, the communications strategy helped Leva Hotels strengthen its market position and unlock tangible commercial and reputational outcomes.
Established qualified relationships with hotel groups aligned to LEVA’s growth model, including engagement with 4-star and 5-star properties across priority markets.
Secured regular, high-value interactions with hotel owners, operators, and investors to explore partnership and expansion opportunities in key regions.
Initiated discussions with an international workplace management systems provider, opening the door to a potential cross-market collaboration.
J.S. Anand achieved increased visibility through top-tier hospitality and business media, supported by speaking roles at high-profile industry events and conferences.
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A complex brief with challenges galore but Matrix PR managed to turn this into a fantastic event and garnered an estimated 13 million impressions with over 120 clippings for the client.
