ASG has strengthened its position as one of Northern Ireland’s leading hospitality PR agencies after securing two major accolades at the PRCA DARE Awards 2026, which took place this week.
Held at The Merchant Rooftop on 27th May 2026, the awards recognised ASG’s work on the launch of The Bedford Hotel Belfast, which received both the Best Low Budget Campaign award and a Highly Commended distinction for Best Use of Media Relations.
Tasked with launching the multimillion-pound, 82-bedroom boutique luxury hotel, ASG faced the challenge of reshaping public perception around the Grade B1 listed landmark following a previously unsuccessful redevelopment project.
The agency delivered a highly strategic 90-day multi-channel campaign centred around the building’s historic restoration story and the culinary reputation of Executive Head Chef Noel McMeel. Campaign activity included an exclusive, behind-the-scenes Hard Hat Tour for key media, thought leadership interviews with General Manager Mike Gatt, and premium broadcast features on BBC Newsline, UTV Life, and ITV News.
The campaign generated more than 340 pieces of media coverage, achieved a combined reach of 1.81 billion, contributing to a fully booked opening week.
Sasha Jeffrey, Director of PR & Events at ASG said: “This campaign was about far more than launching a hotel – it was about reintroducing an important Belfast landmark to the public in a way that felt authentic, aspirational and culturally significant.
“The team delivered a highly strategic campaign that balanced heritage, hospitality and storytelling, and to see that work recognised by the PRCA is a fantastic achievement for both ASG and our client.”
The campaign was led by PR Account Director Suzy Spence alongside Senior Client Manager Naomi Finnegan.
Speaking of the win, Suzy said: “Working on the launch of The Bedford was incredibly special for all of us involved. There was a real sense that we were helping bring an important Belfast landmark back to life, and the level of anticipation around the opening reflected that.
“To see the campaign recognised with two PRCA DARE Awards is a fantastic achievement for the whole team.”
This double win further strengthens ASG’s growing hospitality portfolio, which also includes high-profile work for The Ivy Belfast and the relaunch of The Malone Hotel.
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