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The Manor House Hotel A Regional Case Study July 2011

The Manor House Hotel A Regional Case Study July 2011. http://www.manorhousehotel.co.uk/. Company background. The Manor House and Ashbury hotels are situated on the foothills of the Dartmoor National Park in West Devon, set in over 600 acres of countryside.

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The Manor House Hotel A Regional Case Study July 2011

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  1. The Manor House Hotel A Regional Case StudyJuly 2011 http://www.manorhousehotel.co.uk/

  2. Company background • The Manor House and Ashbury hotels are situated on the foothills of the Dartmoor National Park in West Devon, set in over 600 acres of countryside. • The Manor House Hotel advertised on the ITV Anglia, Central and Meridian micro regions, along with the ITV West region for the first time in 2007. • The Manor House is now into its 5th year of advertising with ITV, branching out its ITV advertising into the Wales, Westcountry, Granada and Carlton areas.

  3. Fantastic results • During the latest ITV campaign in July, website traffic for the month increased by 25% which translated into 5,000 unique visitors to the website. • Per year, brochure requests have increased by 28% to over 38,000. • Booking enquiries have also risen by 18% per year. These figures continue to grow year on year! • Guests to the hotel continually comment on the ITV advert, supporting ITV’s ability to generating response. • The TV campaigns with ITV have been a huge success and more effective than any of its previous campaigns on any other medium. The hotel had to employ a call centre to take calls when the ITV adverts aired to cope with the level of response!

  4. Campaign Details • The latest campaign ran on ITV1 West, Wales, Westcountry, Carlton and Granada from 1st June - 31st July. • 485 spots were placed across daytime and featured in popular shows such as This Morning, Loose Women, Midsomer Murders and Dinner Date. • Campaign Objectives • To build the brand • To drive sales and generate response • To target families and retired individuals

  5. Testimonial “We have used a variety of different media to promote our business over the years and have seen relative success. However, since we tried ITV advertising a few years ago we have never looked back. Nothing else compares in terms of the shear volume of brochure requests and bookings enquiries we receive, not to mention calls. We had to employ a call centre to take calls when our adverts aired as our existing team couldn’t cope! The way that we track advert response, with unique free phone numbers and URL’s, it is unquestionable that ITV is responsible for our sales growth and increased brand awareness. We continually hear from guests “saw your advert on ITV the other day” and “love the new advert”. Comments like this are priceless and prove that there is nothing like TV as a means of promoting brand awareness.” Barry Madge, Marketing Manager, Manor House Hotel & Ashbury Golf Hotel

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