How we used fashion to fill meeting rooms
REGGIE LONDON SERVICES
EMAIL & SOCIAL CAMPAIGN
The Elvetham A grand gothic mansion hotel in Hampshire with extensive grounds and meeting rooms.
Brief Create the identity system and devise a creative campaign to promote the hotel as a premier meeting and events venue.
The grand Elvetham Hotel in Hampshire is a stunning Victorian mansion hidden within 32 acres of manicured gardens. The secluded location and large public rooms make it perfect for exclusive weddings, parties and corporate events.
Continuing a long term relationship with Reggie London which goes back to the original design of the identity in 2002, The Elvetham commissioned an email campaign targeting its extensive 20,000 subscriber database.
Reggie's approach didn't start with the requirement to increase bookings of meeting rooms but firstly to understand the mindset of the database receiving the email.
Research showed that the database was 90% female aged from mid-twenties to mid-fifties, so a campaign was created to engage this audience by featuring luxury gifts photographed in a fashion shoot which also showed off the stunning rooms at the hotel.
Immediately the response was strong and within two emails the campaign became the most successful that the hotel has ever sent. Reggie London also managed the instigation of the hotel's social presence setting up accounts across all the relevant sites and simultaneously networking the campaign on Twitter and Facebook.
We have entrusted a variety of projects to Reggie London. They have is a clear focus on creative executions which actually deliver in the market place, this has been borne out by quantifiable results in a series of highly successful marketing campaigns.”
Philip Warden, Managing Director, The Elvetham
There was a huge increase in traffic to the website and ultimately this resulted in increased sales in meeting rooms and Christmas bookings.
The original objective of returning sales to pre-recession levels was surpassed when the Christmas / New Year period was the best ever for the hotel.
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