Small Luxury Hotels of the World: Mystery Inspectors Summer 2015

This case study looks at how Small Luxury Hotels of the World, a brand that offers a selection of independent hotels to rival big chains, ran a campaign in the UK and Germany that adopted premium publishers to gain trust among the small target audience.

Small Luxury Hotels of the World: Mystery Inspectors Summer 2015

Campaign Background & Summary

This paper tells the story of Small Luxury Hotels, a small brand in a competitive and commoditised market, advertising to a challenging audience. SLH offers a handpicked selection of the very best independent hotels from around the world.

They compete with the big, bland luxury hotel chains and booking agents, like Hilton and Lastminute.com, to give customers more unique, authentic and magical places to stay.

Until 2015, SLH had been ticking along making money from the same loyal customers, but lacked significant growth.

They...

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