Boxing day saw the launch of mc&c's first fully integrated new guest acquisition campaign for Warner Leisure hotels.
In the six months since our appointment mc&c has analysed nine years of client data, using the insights gained from that exercise to re-define the audience most likely to become loyal guests rather than those that visit just once. This has enabled us to create a new media strategy, focusing on generating multichannel response from these potential guests, either to ask for brochures or to generate direct sales. It has also enabled us to remove significant amounts of wasted spend from media schedules, by focusing investment, both nationally and regionally, into audience “hotspots”.
It's very early days in this new campaign, but initial results are encouraging. We have halved the media budget year on year and seen income rise by more than 50%. So far that’s a 400% improvement in results.
If anyone in the travel sector would like to explore futher then please don't hesitate to get in touch.