AWARDS
Assegai Integrated Marketing Awards (Integrated Campaign with a budget of less than R500k) – Silver Assegai
THE BRIEF
Create awareness of the Emperors Palace Peermont Metcourt Hotel’s new increased family suites offering and generate bookings for these new rooms.
THE CREATIVE SOLUTION
The hotel usually attracts business travellers and conference guests. But now, with more family rooms, it can attract a wider audience – families, sports teams, religious organisations. Any large group travelling on a budget, even clown conventions, bachelorette parties, stokvels, choirs.
The Insight: More family rooms = more large groups = more guest variety Which led to the creative concept of: Family rooms, not just for families.
No matter who you are, there’s a little voyeur inside of you. It may be looking over your wall to see what the neighbours are making such a scene about (curious much?), sneaking a peak through a keyhole (naughty, naughty) or that time you couldn’t help but listen in on the tart from gym’s scandalous story about her hot new boss (juicy!). If you could see through doors and walls into the new Family Rooms, what groups would be inside and what would they be doing?
The print adverts used a visual device of a partly opened door to reveal a specific group relevant to the target audiences identified in the strategy, and exactly what antics were at play inside.
Print and Press Adverts
1 Minute Radio Ad – Corporate Pillow Fight
1 Minute Radio Ad – Flight Attendant Wine Pong
Hangers were placed on all non-family room doors within the Peermont Metcourt Hotel at Emperors Palace alongside the Housekeeping and Do Not Disturb hangers to promote the family rooms to a captive audience. They were also distributed to car rental agencies at O.R. Tambo International Airport to hang from their rental fleets’ rear-view mirrors.
Door and Mirror Hangers
Would you share your toothbrush with a colleague? Or how about some in-ear earphones? I think not... Eeeeww. To create further awareness, travel toothbrushes and earphones were tactically dropped off at travel agents and with airline crews arriving at O.R.Tambo International Airport.
Earphone Drop
Travel Toothbrush Drop
THE RESULT
418 Bookings
R2 881 900 revenue generated
Total revenue - the campaign cost of R290 000 = 993% return on investment