Warner Leisure Hotels: 2012 New Guest Acquisition

Mike Colling and Company Limited

The team

Mike Colling – Managing Director
Anna Zolkiewicz – Strategic Planner
Jackie Irish – Trading Manager
Nicky Legg – Business Director
John Willacy – Media Director
Katie Dalton – Senior Planner / Buyer
Sacheverell Wall – Head of Insight

Other contributors

Lakestar Media – Search, Planning, Buying
SOUK – Creative Agency

How did the campaign make a difference?

A clear understanding of potential new guests enabled motivating messaging, efficient targeting and the creation of a perfect journey from engagement to booking. With 48% less spent, this campaign achieved 133% more revenue year on year.

What details of the strategy make this a winning entry?

Database analytics and qualitative work showed that the best new guests for Warners are people aged in the seven years between planning to retire and actually retiring (when they're most likely to experiment with new travel opportunities) who are members of local clubs or societies. The difference in revenue between an average guest and one of these best is £1,300 over five years. Demographic and behavioural definition allowed understanding of their media usage, motivations and locations. Conversion analytics showed that different journeys created different revenue outcomes, leading to the design of an ideal journey: an emotional broadcast engagement, then a rational exploration of the product, followed by a reassuring human interaction. Touchpoints identified the core best new guest audience, enabling tracking of their TV-viewing behaviour by channel, day-part and programme. This allowed creation of a perfect schedule, using a radically different media mix from the previous year. The number of channels was cut from 111 in 2011 to just 50 in 2012, reflecting the tightly defined audience and their specific viewing patterns. Day and day-part profile changed, with less airtime on weekends and after 10pm. Genre mix changed, with less entertainment and more films and documentaries.

How did creativity bring the strategy to life?