Leisure and Entertainment
Residence: Your Place
Agency: Javelin Direct
'The Residence', a private members club in the heart of St Stephen's Green, was suffering from churn and bad publicity stemming from both the recessionary times and a requirement for a change of ownership. This unique and exclusive Club needed a new positioning in the minds of lapsed and non members in order to survive. Research showed a clear need to make the Residence more than a late night haunt for Social Night Owls, and show the sheer quality and breadth of the offering and, in the process, the value that membership conferred for the annual fees. Highly targeted and personalised Direct Mail, the follow-up telephone call and the lovely aroma of freshly grown mint handpacked in the agency, contributed to a return to growth and a 450% return on investment.
Croke Park: International Marketing Campaign
DMA believed Croke Park on a Championship Sunday was an experience no tourist should miss so they approached Croke Park with a programme to help sell unsold Championship tickets to tourists. The top 850 International Tour operators that sell Ireland as part of their portfolio were targeted. The concept was based on ‘Sell our Sights, then Sell Our Soul’. A Direct Mail campaign was sent to Tour Operators to elevate the thrill of our national games. Tour operators were pointed to the E-Commerce site to purchase tickets. A Social Media Programme split across Facebook and Twitter was developed targeting different tourist profiles to encourage uptake. A 30 second TV ad was developed for Setanta UK along with Banner Ads on popular inbound tourist sites and posters in tourism offices. Sales came directly from all over the world, introducing tourists from India, Asia, Eastern Europe and particularly the States. The 850 Inbound tour operators contacted by direct mail resulted in a series of international group bookings and is a very exciting channel for Croke Park in 2012.