The UK holiday market is crowded and competitive. We gave Four Pillars Hotels an integrated strategy for their seasonal promotions, which ensures that Four Pillars are amongst the first to market at the beginning of each season with a cost effective campaign that is more comprehensive and compelling than that of many larger competitors.

Background

As the UK weathered the storm of an economic downturn and the devaluation of the pound against the euro, the Great British holiday increased in popularity as a cost effective alternative to a break abroad. Four Pillars Hotels, a small hotel group, needed a seasonal solution with standout that they could use to promote their short breaks and drive sales throughout the year.

Solution

MTD delivered a strong theme that Four Pillars could own, encapsulated their offering and appealed to their wide target market. Our seasonal strategy ensured that they were amongst the first to market each season with a strong and comprehensive campaign that kept their offering fresh and was more compelling than that of many larger hotel groups. The fully integrated on and offline campaign consisted of a microsite, POS, direct mail, ads, HTML email blasts and web banners.

Results

The seasonal campaigns achieved an exceptionally high response ranging from 40:1 to 47:1 return on investment. They have helped to advance Four Pillars’ brand positioning in the leisure market and have formed a strong identity, which is obtaining growing recognition from customers.