An integrated approach designed to create awareness and a buzz about the new hotel as it was being built.

Originate

Generating awareness and advanced bookings for The Cotswold Water Park, Four Pillars’ brand new luxury hotel was no small task. As well as targeting the leisure and corporate markets, we also needed to promote the world-class spa, attract local clientele to the hotel’s gastro pub, promote the self-catering apartments and sell the investment apartments. Being their flagship hotel, it was vital that the launch was a success. We came up with the line 'Inspired by nature, designed for you' and worked extensively with Four Pillars to implement a pre-launch integrated marketing strategy.

Integrate

Our first task was to create brand identities for the hotel, the spa and the pub, which reflected the resort, worked together as a suite, yet were distinctive enough to stand alone. The fully integrated pre-launch campaign began eighteen months prior to the hotel opening and focused on raising awareness, capturing prospects’ data and securing advance bookings. After identifying and segmenting our potential audience, we then targeted the different segments using a select combination of local and national advertising, online marketing, direct mail, printed collateral, exhibitions and PR.

Accumulate

Pre-opening interest in the Cotswold Water Park Hotel and its facilities, from the local community, businesses and booking agents, was more positive than anticipated. Advance conference bookings meant that the hotel would open and operate to capacity in the first few months. Pre-registration and deposits on the buy-to-let apartments were above expectation and Spa 6 membership exceeded its 30% pre-opening target. A completely integrated marketing campaign ensured that early sales confidence was achieved across all aspects of the hotel's facilities.