Staff at Dormy House Hotel near Broadway released 99 red balloons into the air on Valentine’s Day to mark the start of a major refurbishment and marketing launch.

The romantic release capped a day-long, Valentine-themed ‘We Love the Dormy’ event, which saw the marketing team and suppliers meet up to discuss the future design, style and marketing of the popular hotel, which is undergoing a £10m transformation over the coming months.

Everyone who finds one of the balloons and returns the attached card will go into a draw to win dinner, bed and breakfast at the four-star venue. One lucky couple will win a free romantic break at Dormy House Hotel later in the year.

Already balloon tags are being returned – from as far as Surrey. The prize draw will be made in August as soon the hotel re-opens.

Marketing Manager Debbie Sarjant said: “We wanted to get employees and suppliers together to generate real excitement about our plans for the hotel and, because The Dormy is so well-loved by its guests, Valentine’s Day seemed like the perfect timing.

“With a £10m investment in the hotel and a great marketing and PR team to promote it, it’s the start of a very exciting year ahead for The Dormy.

“And it will also be a chance for one lucky couple to be among the first stay at the new-look hotel after finding one of our balloons.”

The £5m first phase of the redevelopment will see the hotel’s public areas and 40 bedrooms renovated, while the second phase will spend another £5m to create the stylish new House Spa.

Local and regional press will be handled by Worcestershire-based Quicksilver PR whilst hospitality specialists Mango PR will promote the new Dormy on the national and international stage.

The Dormy will close in mid-March for the work to begin, reopening after the first phase of bedroom redevelopment this summer. It will remain open while work continues on House Spa, which is due to launch in early 2014.

For more information visit or call 01386 852 711.