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Church House Conference Centre
Campaign:
Red Ribbon re-opening campaign
At the beginning of 2006, Church House Conference Centre closed for a year long refurbishment programme. Davies Tanner’s role was to keep the venue top of mind within the conference and events market during this period and promote the re-opening.
Objectives:
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Keep the venue’s profile high during the 13 month closure
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Communicate the changes and improvements being made
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Communicate Church House’s re-opening
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Generate enquiries
Activity:
Jenni Bridgman, Davies Tanner Account Manager for Church House commented, “We created the Red Ribbon theme to our marketing activities to maintain enquiries, promote site visits and generate bookings during the closure. The campaign was spread across direct mail, web, print advertising, newsletters, events and exhibitions.”
“Sustaining the awareness of the Church House name and facilities among current and potential clients played a pivotal role in the campaign, the eye-catching red ribbon was used to stand out, capture the attention of buyers and differentiate Church House from its competitors.”
Results:
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During the closure the number of individual users to the Church House website increased by 46% over the same period the previous year.
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Sales enquiries also stood at 92% of those received by Church House when open. This figure is particularly significant when evaluating the success of the campaign as a large proportion of business has traditionally been booked last minute.
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The target during closure was to open with £1 million in confirmed and provisional bookings. This was exceeded with a total of £1,057,225 worth of bookings by the opening day of 5th March 2007.
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All room, catering and AV revenue targets were met and forward bookings for the rest of 2007 are 5% ahead of those at the same point in 2005.
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