Operating in a highly competitive market, Choice Hotels challenged The Write Angle to give the group a point of difference and extend Choice Hotels’ reach beyond the existing loyal customer base.
With five distinctly different properties in Blackpool and the Lake District, the team created a personality for each hotel, developing key messages and fine-tuning target demographics for each property.
Beyond this initial requirement of raising awareness of the group’s offering, a far-reaching and sustained media relations campaign focused on specific customer groups and key geographic areas, using audience insights to create compelling content and reasons to visit.
Complemented by reader offers, competitions, affiliate marketing, reviews, e-marketing, social media and blogger outreach, the multi-channelled campaign reached more than 251 million people through coverage in national titles such as AOL Travel, Woman’s Own, Candis and the Scottish Daily Mail.
In addition, interaction on social media increased by 260%.