Bermondsey Square Hotel

Overview

The brief

To increase awareness of a new boutique hotel launch and convert interest into sales.

Our approach

We devised a strategy around the concept of treats, which included a 2-for-1 meal voucher to be used in the hotel's restaurant, Alfie's, and the chance to win a luxury stay.

What we did

Technology

We used outdoor and local print media to promote a mobile call-to-action in the run-up to the launch. Customers who responded were opted into a CRM programme and directed to a site that was built and hosted on Mobrool, our mobile platform.

Creative

We designed the site in line with the brand's luxury image. The site gave people a sneak preview of the hotel before it launched in April 2009.

The results

Response

A third of people who responded by text then went through to the mobile site and entered the competition.

Best bits

The restaurant was full post-launch thanks to 846 unique contacts subscribing to our 2-4-1 offer pre-launch which rose to 1500 by the end of the campaign.

Feedback

Will Oakley, General Manager of Bermondsey Square Hotel:

'Mobile has opened up an exciting range of opportunities to communicate with our target market wherever they may be. Que Pasa helped us to develop our campaign into achievable steps that integrated with the rest of our marketing mix. We chose to work with them as we were completely new to mobile as a communication medium and wanted the best in the field to support us on our first campaign. As a green hotel, this has created a localised marketing campaign without large amounts of paper waste, yet one which still enables us to capitalise on the brand awareness that rich mobile content provides.'

Press

 Our campaign was promoted in The London Paper:

'This new English eatery in Bermondsey is offering diners two meals for the price of one. A three-course meal (with produce largely sourced from Borough Market) is around £30. Text TREAT to 82100 to receive the phone voucher.

7 May 2009

Outcome

Mobile is now fully integrated into the brand's marketing strategy. Our second campaign launched in Summer 2009.