Thistle Hotels: Advertising

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Thistle Hotels: Advertising

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Marketing hotel meeting & event spaces to the MICE sector requires a robust approach in order to be heard in a noisy marketplace. And especially when it comes to hotel advertising campaigns.

New meeting spaces are always coming into the market and there is constant competition from the bigger chains. Securing loyalty from day to day meeting bookers is the holy grail of all MICE marketers.

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Project Scope

  • Advertising
  • E-Marketing
Thistle Guoman hotel business event advertising cup and saucer
Thistle Guoman hotel OOH advertising cherry on cake
Thistle Guoman logo

The brief

Thistle Guoman are investing in a wide ranging and multi-million pound series of refurbishments for their portfolio of individual hotels throughout the British Isles.

To promote the user benefits of this investment Thistle Guoman were looking to initiate an ongoing dialogue with the evolving and somewhat diverse meeting booker community through a campaign of integrated business meeting space & hotel advertising.

Thistle Guoman hotel email marketing
Thistle Guoman hotel business event advertising

The approach

Established hotels cannot rest on their laurels, they must constantly reinvent themselves and keep one step ahead of MICE customer needs, wants and expectations.

Design Inc worked with Thistle Guoman to develop engaging creative campaigns to support this dialogue in digital and print formats. Developing hard working and refreshing formats for regular communications can be challenging. And standalone communications need to have cut-through in order to achieve standout.

Thistle Guoman hotel advertising
advert image on mobile phone

The outcome

The Design Inc solution to the hotel advertising campaign includes developing a suite of illustrations to bring some B2B brand personality to the dialogue. These are eclectic and quirky to soften the ‘face to market’.

Data capture, cleansing and distribution of eshots with click-through links to special landing pages enabled targeted messaging and measurement.

The reaction

This ‘celebration’ based campaign example was created to highlight booking incentive discounts that were are unprecedented in the sector. Loyalty from meeting bookers is a highly valuable commodity in the MICE sector. This campaign prompted a 25% increase in repeat business for Thistle Guoman.

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