Project Description

Brief

Apollo Hotel in Basingstoke is a multi-faceted event space in an accessible location with the capabilities to host events from 10 to 200 guests. The hotel is a popular choice for business meetings, seminars, corporate events, birthdays, weddings, christenings, celebration of life events, local fundraisers, and entertainment.

As a result, a diverse range of guests pass through their doors each year. Apollo Hotel wanted to reconnect with them to tell them about the wide range of festive celebration options on offer in 2017; encouraging them to return to the hotel to celebrate Christmas and New Year with their colleagues, family and friends.

Options included Disco Party Nights (for Christmas parties), festive lunches and afternoon teas, Christmas Day dinner, Boxing Day dinner, and a New Year’s Eve ball.

Deliverables

Brevity works with Apollo Hotel every month but Christmas comes only once a year and making the most of this profitable opportunity was vital. In a competitive market, impeccable seasonal campaign timing, multiple touchpoints, and memorable concepts are paramount. The Brevity team combined their expertise and took this challenge head-on, as follows:

  • The early bird catches the tastiest mince pie…or should that be ice cream? We assisted with a summer campaign where Apollo hired an ice cream van to distribute free ice cream and Christmas party brochures around all the local business districts, in exchange for an email address for their Christmas mailing list
  • We wrote and designed engaging content for landing pages to inform and promote each of the festive celebration options and associated special offers
  • Our team produced and deployed a September email campaign to promote an exclusive discount for early Disco Party Night bookings
  • Brevity’s copywriter created tailored email content specifically for the target audience for each of the celebration options e.g. young families looking for a Christmas lunch where they get to meet Santa
  • Email campaigns were re-sent to non-openers to increase visibility
  • A series of Facebook adverts echoed email messaging across target groups
  • Cross-sell opportunities were maximised at each stage of the campaign e.g. drinks packages, book a hotel room for after the party, have a pre-Christmas beauty treatment at the hotel salon

Results

Working on this multi-phase campaign allowed Brevity to demonstrate our excellence in integrated campaign planning, lead generation, e-marketing, copywriting, web design, and social media.

  • Disco Party Nights, Carvery Disco Party and New Year’s Eve fully booked
  • Overall bookings up on previous years
  • Improved rankings for Christmas pages – Apollo enjoyed non-paid page one Google rankings for all related keywords, some of which achieved number one position.
  • Consistent communications to a huge range of mailing contacts put Apollo on the map as a top event venue to ‘Eat, Meet, Stay, Workout, Relax, and Celebrate’ throughout the year
  • Mailing list contacts increased by hundreds

“Since working with Brevity, Apollo Hotel has enjoyed a most successful festive season! We were fully booked earlier than most years for our Christmas and New Year events. Because we’re busy running the hotel, we simply don’t have the time to sustain this type of multi-phased activity ourselves. Leaving it in the Brevity team’s capable hands gave us results to celebrate.”

Paul Fearon, General Manager, Apollo Hotel