Millenium and Copthorne Hotels

Millennium and Copthorne Hotels and Resorts operate luxury hotel properties throughout the UK, Europe and America. With the development of a new corporate identity, dda was asked to produce direct marketing campaigns to generate revenue.

The first initiative was a highly targeted dm campaign conference organisers identified by sector. An incentivised reply card was used for data harvesting. A prize draw of a trip to New York, as well as a weekend break offer was incorporated to stimulate response as well as trialists.

A second dm campaign was developed to promote Spring weekend breaks and was sent to a prospect list of upmarket couples who we identified with a propensity to take weekend breaks as well as the existing database of past guests/enquirers database. The mailer also included an incentivised reply device allowing brochure requests and a prize draw to win a weekend in Paris.

RESULTS

The first mailing produced a 5% response for more information requests with 25 specific enquiries for events, and the second mailer achieved a 12% response and 250 weekend bookings.