Leisure/Travel Products & Services

GOLD

GOLD

Client: Fairmont Hotels & Resorts, Toronto

Campaign: The Plaza Loves Canada

Agency: DiMassimo Brand Advertising, New York

Creative Director: Mark DiMassimo

Copywriter: Phil Gable

Art Director: Julie Lamb Marsh

Since Sept. 11, hotels have had to work diligently to entice people to travel to different cities. This is particularly true of properties like Fairmont’s Plaza Hotel, right in the heart of New York City.

The target market for this January 2002 campaign consisted of Canadians in several categories: luxury travelers with an affinity for New York; residents of Ontario and Quebec; previous Fairmont guests; Fairmont President’s Club (the company’s guest loyalty program) members; and Fairmont Web registrants. Using its new Guest Data Warehouse, these categories were further refined with MapInfo PSYTE clusters.

The primary goal was to drive occupancy at The Plaza, with a target of 500 to 800 room nights. The plan was to inform consumers of ‘The Plaza Loves Canada’ promotion, which tied into our federal government’s ‘Canada loves New York’ campaign, and to inform consumers of the special ‘Canadian Dollar at Par’ promotion. This integrated marketing campaign leveraged direct mail, e-mail, Web direct response advertising, public relations and partnership tactics. The primary message: ‘What’s an Exchange Rate Between Friends?’

The collateral was designed in black and white to stand out, to create a nostalgic feeling, and with an elegant photo of the hotel, to convey exclusivity. A Web site was created to provide more details about the property and the special offer. Direct response ads were placed in The Globe and Mail and the National Post, and PR initiatives, such as press releases and media contact, resulted in print and television mentions.

The campaign achieved a 91% increase over the stated room night goal of 800.

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