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RH INTERNATIONAL
PROPERTY MARKETING
EDM / BROCHURE / WEB SITE |
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CONVINCE HOTEL OPERATORS THAT 650 ACRES OF COASTAL SOUTH EAST IRELAND HAS 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. And they are quick to say NO; the vast majority being dismissed on receipt. Some make it to consideration and exploration. And only the select few will elicit a full proposal. We had 8 weeks from client brief to stimulate hotel operators to submit 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. Consequently, we mailed the brochure only to these respondees.
Knowing our target customers were continually travelling, we also created a website that was a digital version of the brochure, ensuring they and their teams could access or download it anywhere.
EFFECT RESULTS
13 formal expressions of interest, from a range of the worlds largest, and most prestigious boutique hotel groups.
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