Agents' Lounge Brand

Agents' Lounge Brand
Agents' Lounge BrandAgents' Lounge Launch MailingAgents Lounge WebsiteAgents' Lounge PosterAgents' Lounge Advent Calendar

Agents' Lounge Conference
Incentive Scheme

Four Pillars LogoConference 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.

Campaign Elements

Microsite
Direct mail
Posters
Advent Calendar
Promotional merchandise
“Marketing Team Direct have given us a truly innovative, effective, long-term solution, which is helping us to build relationships with agents and­­­­ distinguishes us from the competition.”
Chris Green, Marketing Executive - Four Pillars Hotels
© 2010 Marketing Team Direct