The QHotels Collection run a Summer Campaign every year
These seasonal offers apply across the four core pillars of their business; stay, spa, golf and dine and they apply across all 21 hotels in the collection. On top of that, these are multi-channel campaigns that need to deliver across the website, Facebook, Instagram, POS displays, emails and the cardio-screens on the running machines in their gyms. In other words…
Cohesive and impactful summer campaign.
Core offer categories; stay, spa, dine and golf.
Different hotels across the country running these offers.
Different marketing platforms included the campaign strategy.
The objectives
With so much marketing collateral to produce, it’s no surprise that this design project to reimagine the Summer campaign had to measure up against some key outcomes.
Not only did the design updates need to deliver a more modern look and feel, complementary to the brand-new website designs, but it also needed to take a digital first approach to creating the assets. It was about creating consistency as well as flexibility, scalability and impact across all the placements where the creative would be used.
The designs need to express the concept of luxury experiences without luxury prices. They needed to address performance issues across email marketing where click through rates and conversion rates were poor and it needed to significantly increase customer awareness of the offers available. In other words, we needed to deliver more than just creative, we need to deliver a creative strategy as well.
What we did
Getting from creative concepts to campaign roll out required more than just putting mouse to screen in Figma. We worked with The QHotels Collection’s professional photographers to provide creative direction for the photos needed to support the campaign creative.
We explored, refined and then designed the user experience for the Summer campaign, taking into account where the creative would be seen, how users would interact with it and where this interaction would take them next.
We designed new Umbraco content blocks to better deliver the campaign creative on the website and created a colour association for the offers content to make it stand out from the rest of the marketing collateral and website content in use. And of course, we created, resized and exported literally hundreds of final campaign assets!
The Pixel Builders Team are a delight to work with. They live and breathe our brand as if they were our internal team. Their strategic thinking and creative application has given us a fresh perspective on how we market our seasonal campaigns across multiple channels. Pixel Builders have collaborated with us to achieve a truly distinctive seasonal campaign that stands out from the crowd in the hospitality market. We look forward to our future relationship, forever optimising and refining to accelerate the growth of The QHotels Collection.
Jemma Chalmers
Digital Marketing Manager
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