Best Independent Marketing Campaign
"I'd guarantee this guy has fun," said judge Jeff Hamblin of this year's winner, Crab Manor hotel and the Crab and Lobster restaurant in Asenby, Thirsk, North Yorkshire.
The rest of the judging panel agreed that the marketing campaign entry for the Crab and Lobster restaurant and its hotel Crab Manor reflected well the eccentricity and diversity of the business.
Proprietor David Barnard's main marketing objective was to firmly position and establish Crab Manor hotel, which opened in December 1998, as a total destination for short one- or two-night breaks and for celebrations and corporate events. By building on the existing high reputation of the Crab and Lobster restaurant and the distinct nature of the hotel bedrooms, his aim was to double occupancy rates at Crab Manor from their 1999 level of 42%.
Each one of the hotel's 11 bedrooms is unique - its design based upon famous hotels around the world, including Raffles in Singapore, Bird Island Lodge in the Seychelles and La Mamounia in Marrakech. Other wacky touches - a yeti on the stairs, a secret beer tap and private saunas were quirky features that needed to be communicated to prospective guests.
Loyalty rewarded
The execution of Barnard's campaign ensured that previous enquirers and existing guests were not overlooked in the rush for new customers. A passport, stamped each time a guest rebooked, meant loyalty was rewarded in the form of a bottle of Champagne for three stamps, a £50 voucher to spend in the restaurant or hotel for six, up to a free overnight stay for 12.
For existing enquirers, a brochure, newsletter and an events calendar were mailed at intervals during the year direct to the hotel's database. And for new and existing customers, the Crab and Lobster celebrated its 10th anniversary by launching a World Wildlife Fund for Nature appeal.
Money was raised from certain dishes in the restaurant, the sale of special teddies and 5% of room tariffs.
All this was supported by a well-targeted PR campaign which resulted in some impressive coverage - including the Mail on Sunday, the Guardian and the Daily Telegraph.
Ian Neill, chief executive, Wagamama, was impressed with the bottom-line results from what he summed up as a "varied but fully formed campaign". For a marketing spend of just under £30,000, occupancy rates have more than doubled, from 41% in 1999 to 92% in 2000, with turnover up year-on-year from £850,000 to £1.45m. Weddings were also up, from six to 23 in the same period. "Smart collateral," said judge Hugh Taylor.
Increased turnover meant increased investment too. A 50-seat pavilion adjoining the restaurant was completed this spring - a tangible result that helped to clinch a Catey this year for the Crab Manor hotel and Crab and Lobster restaurant. n
