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RH INTERNAIONAL
PROPERTY MARKETING
EDM / BROCHURE / WEB |
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CONVINCE HOTEL OPERATORS THAT 650 ACRES OF COASTAL SOUTH EAST IRELAND HAD THE POTENTIAL TO BECOME THE BIGGEST RESORT IN THE SOUTH OF IRELAND.
NO MAYBES
Hotel groups are continuously inundated with proposals by developers and consortia. The vast majority are dismissed on receipt. Some make it to consideration & exploration. And only the select few will elicit a full proposal. We had 8 weeks from client brief to stimulate hotel operators to submit initial proposals.
INCITEMENT
Kilmore Quay resort is presently 650 acres of coastland, which has yet to get planning permission - and there are no detailed architectural drawings of the resort and golf
course. This made an emotional hard sell difficult.
Our solution was to capture the internationally understood charm and lyricism of Ireland as well as the hard rational benefits that operators would look for.
PROFITABLE EXPERIENCES
Time was short, so we had to get the word out quickly. As many proposals were binned almost immediately, we knew the first touch point was critical. So we created an e-dm that teased hotel operators about the resort, and asked them to register for interest - 70% of those e-mailed registered interest.
Then we mailed them the brochure.
Knowing they were continually traveling, we created a website that was in effect a digital version of the brochure, so they and their teams could access it or download it on their travels.
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EFFECT RESULTS
13 formal expressions of interest, from some of the largest and most luxurious hotel groups around the world - with initial financials that show they are not just going through the motions.
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