Incentive campaign achieves sales of £1.5m for Rezidor Hotel Group

Within 3 months of launch, our incentive campaign for Rezidor Hotel Group generated income into six figures. By the end of the campaign, sales reached £1.5 million, achieving a ROI of 3,100%.

The client

Catering for all sectors of the market, Carlson Rezidor Hotel Group (previously Rezidor Hotel Group) is one of the world’s fastest growing hotel companies, encompassing the Radisson Blu, Park Inn, Regent, Missoni and Country Inn brands.

Their requirement

One of the group’s target audiences is the corporate bookings sector, particularly residential meetings and events. It wanted to increase the number of bookings received from Meetings, Incentives, Conferences & Events (MICE) agencies by way of an incentive campaign.

What we delivered

We created a high-impact incentive campaign based around the theme “Windulge”. The integrated campaign included a website, personalised agent prize pages, direct mail and tools for the sales team. To launch the campaign, agents were visited by the Rezidor sales team with flyers, brochures, posters and branded cupcakes– encouraging registration and promoting the personalised prize pages. Bookings acted as entry submissions to win indulgent treats around the world, and all enquiries were valid for entry into a monthly draw to win one of five £250 Rezidor gift cards. Personalisation technology was used to successfully sustain awareness of the campaign and interaction with agents.

The impact

Despite a modest budget and six-month timeline, the promotion attracted 500 enquiries from new and existing clients, resulting in bookings from 25 new agencies. Within the first three months, income generated directly from the campaign had reached a six figure sum, so the promotion was extended. It went on to generate sales of more than £1.5 million – and a notable ROI of 3,100%. The campaign received a gold award for Best Integrated Marketing Campaign at the Meeting Industry Marketing Awards (MIMAs) 2011.