Agents' Lounge Conference
Incentive Scheme
Conference hotels rely on independent agents to bring them clients and help to sell their services. Maintaining close relationships with them is essential in securing a steady stream of bookings. Four Pillars needed an informal way to keep in touch and incentivise them.
Originate
Four Pillars Hotels wanted to raise their profile with corporate booking agents, increase loyalty and drive high value sales. We proposed the Agents' Lounge, an online hub specifically for agents, which provided a platform for all future communications. The stylish microsite featured sales rewards, news, offers and competitions, and was designed to build strong relationships, maintain dialogue and increase loyalty between Four Pillars and agents.
Integrate
Having created the Agents' Lounge sub-brand and microsite, an integrated launch strategy was devised, which consisted of targeted direct mail, support material for the sales reps and promotional items such as posters and mugs to help maintain awareness. Moving forward, this will be supported by an e-marketing campaign and tactical awareness pieces to keep the Agents' Lounge front of mind.
Accumulate
Initial feedback from the target market was very positive, with agents being impressed and excited that Four Pillars were offering them such an innovative, exclusive site. Within just 2 weeks of the site being launched, 15% of agents contacted had signed up to the site and those numbers are continuing to rise steadily.
