Macdonald Hotels to switch marketing focus to direct
LONDON - Macdonald Hotels and Resorts has unveiled plans to switch its marketing emphasis from brand advertising to direct, beginning with a national mailing campaign that breaks next week.
The leisure group has said it plans to change "budgetary emphasis" from brand advertising to direct marketing, following the appointment of Wand Agency earlier this month to handle its creative and planning work.
To kick off its strategy change, the company is launching a mailing to 175,000 respondents and a controlled door to door test, each offering customers up to 50% off deals if they make bookings online or by phone.
Wand Agency, which was hired by Macdonald Hotels at the beginning of the year, will oversee an increased seven-figure budget for the client's direct response, direct mail and door-to-door activity, as well as developing digital creative work.
The agency is expected to send out more than a million mail packs and door drops in the next year as part of the campaign.
The activity follows Macdonald Hotels' national press ad campaign, which began in The Sun and The Telegraph earlier this month.
Ian Winton, managing director of Wand Agency, said: "This campaign continues a philosophy of robust ROI testing that began in 2007 with several pilot schemes.
"Our early DM initiatives saw ROI increases to multiples of five, so it will be especially interesting to see what effect we get from the introduction of door to door."
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