Best Independent Marketing Campaign

Cotswold House Hotel

Breaking into an international market is tough enough for any business. But for an independent hotel to increase overseas sales by 19% as a result of a tactical marketing campaign is a remarkable accomplishment.

That was the verdict of this year's judging panel for the Best Independent Marketing Campaign, awarded to the 30-bedroom Cotswold House Hotel in Chipping Campden, Gloucestershire.

And that wasn't all. By scooping a second Catey in the prestigious Best Independent Hotel category, the hotel achieved a true Catey "first" this year. Judges praised the Cotswold House, owned by Ian and Christa Taylor, for its "brilliantly simple" approach, its clear objectives and overall pro-activity, with one judge commenting, "It was a very focused campaign and excellently presented."

The hotel's objectives were four-fold. First, to increase international business to 25% by 2007; second, to change the current business mix by increasing US traffic from 5% to 9%, and build Japanese business up to 5%; third, to raise midweek occupancy by 3%, and fourth, to increase the total number of foreign guests to 1,500 at £140 per guest, raising £210,000 in revenue.

The hotel's target audience was specified as small groups of travellers from Japan, independent leisure travellers from the USA and Japan, upmarket tour groups and niche arts and craft groups.

Of particular interest to the judges were the highly creative methods the hotel used to broach its target markets. These included setting up a Japanese micro-website on the hotel's main website and a press release circulated to Japanese media about the hotel.

In addition, the hotel organised a week-long sales trip to New York, San Francisco and Los Angeles, familiarising specially appointed key agents with the Cotswold area and promoting a fixed-rate two-night dollar package for US travellers. A number of travel agents from the USA and Japan were invited to stay at the hotel.

Activity packages were negotiated with local operators for guests staying at the hotel, and the Taylors commissioned and filmed an orientation DVD to put in each room for guests to get to know the area. A number of partnerships were also set up with suppliers to provide services such as airport transfers to guests.

To welcome Japanese guests and oversee their stay, the hotel recruited a Japanese member of staff.

Results from the campaign exceeded the hotel's expectations. The Cotswold House had expected to achieve its target in three years, but within one year percentages had increased to 13.5% US and 6% Japanese, making19% of its business international.

Midweek occupancy also climbed by 4%. Last year's Catey winner of the Independent Marketing Campaign and one of this year's judges, Michael Pearson, commented: "This showed an amazing return on budget. The campaign generated clear new revenue streams without affecting existing customers. It was ambitious but it really worked."

Adrian Fortescue added: "They came up with some very neat ideas. It was an excellent campaign, and you can see it broadening out to other parts of the world."

The judges

• Adrian Fortescue, director, Operon FM
• Lizzy Kelk, general manager, Malmaison Edinburgh
• Frank Meeking, head of service, catering, Johnson Controls
• Lawrence Mitchell, group marketing director, Reed Business Information
• Michael Pearson, proprietor, the Canbury Arms
• Nigel Terry, chairman, Pinguin Foods

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