Thistle Guoman Hotels: business event advertising

Thistle and Guoman Hotels outdoor advertising campaign billboard promoting event booking commission

The brief

Thistle Hotels approached us for help in the creation of a business event advertising campaign. The client’s goal was to increase footfall into their hotels through a series of incentive-led advertising. The key message was the offer of a much better than standard commission rate of 12% for bookers. Thistle Hotels needed to initiate ongoing dialogue with the event booking community through standout, out of home business event advertising and a supporting integrated campaign.

Hospitality-themed illustration showing 12 percent commission versus 8 percent for hotel bookings

Champagne glasses illustration showing 12 percent vs 8 percent commission for Thistle and Guoman Hotels campaign

Thistle and Guoman Hotels bus stop advertising campaign promoting 12 percent commission for event bookings

The approach

Venue marketing is a busy and complex marketplace. New and unusual spaces offered by a wide range of new players entering the fray and constant competition from the more established hospitality industry providers. To retain and increase market share, hotels have been reinventing themselves to keep one step ahead of the business event requirements. Thistle Hotels are one such chain, having invested in a wide ranging and multi-million-pound series of refurbishments for their range of unique and individual hotels throughout the British Isles.

Thistle and Guoman Hotels email marketing campaign displayed on laptop promoting higher commission

Graphic comparison showing 12 percent commission for Thistle and Guoman Hotels versus 8 percent competitors

The outcome

The business event adverts were scheduled to appear at rail and bus stations close to each of their key locations in the UK as well as through direct mail and in-event & room leafleting. The underlying strategy was to initially establish the point of difference, and a discount & loyalty scheme was put into place.

The advertising campaign was highly differentiated with bold designs depicting the desirable benefit of the extra commission. You want commission on top – ‘the cherry on the cake’, the ‘chocolate on the cappuccino’, the sprinkles on the ice cream.

Mobile advertising design for Thistle and Guoman Hotels showing Cheers campaign and 12 percent commission offer

Champagne glasses illustration showing 12 percent and 8 percent commission comparison for hotel campaign

The reaction

Repeat business meeting bookings are on the up. Here’s a tip – I would definitely use Design Inc for venue marketing.

CMO Thistle Hotels

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