We designed a 12 month campaign built around their core service proposition of 'individual service' and supported by the high quality of their newly refurbished Conference & Events product.
Whilst the umbrella campaign 'Sit Comfortably' remained consistent throughout the year, a fresh creative execution was delivered across 3 waves in order to maintain momentum and ensure a high ROI.
Activity was integrated across each campaign wave and included internal marketing, sales briefings, team competitions and a range of offers to incentivise clients to book and to join the hotel's Instant Rewards programme; marketing communications included email campaigns, website activity, social media support, competitions, displays within the hotel, direct mail, merchandising and advertising.
Key measures were put in place across all activity and the results were beyond expectations from an increase in web traffic and email open rates to a growth of 12% in registrations for the rewards programme. Overall return on investment was 25:1 with a 16% year on year revenue growth.