The Client:
As one of Northern Ireland’s leading hotels, the Manor House Country Hotel combines an old world charm with modern luxury that’s hard to beat. Nestled by the Fermanagh Lakelands, this four-star country retreat boasts a tranquil ambience accompanied by an idyllic setting. Its upscale accommodation, multiple dining options and variety of onsite facilities have resulted in a Certificate of Excellence from TripAdvisor, along with a string of five star reviews from those who have visited.
The Brief:
Being aware of the revenue opportunity that cyber weekend and the january sales bring, we decided to develop two separate social campaigns for these periods. In close consultation with the hotel team, we developed strong campaigns that reflected the hotel’s environment and would appeal to their target audience.
The Approach:
Jeff Bezos, founder of Amazon said that “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” The campaigns that were created for Manor House were certainly built with a great experience in mind. The Cyber Weekend Campaign consisted of a very strong rate of a one-night stay in a classic room and inclusions of breakfast, dinner and access to the leisure facilities. The January Sale campaign consisted of various rate-plan options to choose from, each one including breakfast, complimentary access to the leisure facilities and the 9 Hole Golf Course, Tennis Court & Marina Onsite.
Results:
Both campaigns saw a very strong return on social platforms, particularly on Facebook. This drove a more targeted type of traffic to the hotel’s site and approximately 16% of the booking engine revenue for the Cyber Weekend campaign. Furthermore, there was also a 44.9% increase in overall revenue compared to Cyber Weekend the previous year.
The January Sale Campaign was extremely popular on this platform also, gaining over 162K impressions and 5K engagements.
The Feedback:
Catherine Bogle, Revenue Manager at Manor House Country Hotel has said that “Net Affinity have improved sales to our bottom line with their digital and social media strategy.”
