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Targeting an international audience may seem like a challenge for any business. But for an independent hotel in the Cotswolds, the opportunity to increase overseas sales by 19% was irresistible.

By following four clear objectives and investing £20,000, the hotel not only went some way to achieving its goals and increasing revenue from foreign guests to £290,000, it also landed last year's Best Independent Marketing Campaign Catey.

The Cotswold House hotel also achieved a first in Catey history by winning a second trophy in the same year when it was awarded the Hotel of the Year - Independent Catey.

Owners Ian and Christa Taylor were commended for their "brilliantly simple approach" to increasing overseas business. Their objectives were to increase international business to 25% by 2007; to change the current business mix by increasing US traffic from 5% to 9%, and build Japanese business up to 5%; to raise midweek occupancy by 3%, and to increase the total number of foreign guests to 1,500 at £140 per guest, raising £210,000 in revenue.

Through a focused marketing campaign, the Taylors targeted small groups of travellers from Japan, independent leisure tourists from the USA and Japan, upmarket tour groups and niche art and crafts groups. Creative marketing methods included setting up a Japanese microwebsite on the hotel's website and circulating press releases to the Japanese media about the hotel. Additionally, the hotel organised promotional packages for US travellers and invited travel agents from both the USA and Japan to stay at the hotel.

Within just one year, the hotel's percentages had increased to 13.5% US and 6% Japanese, making 19% of its business international. Midweek occupancy also climbed by 4%. The campaign's success was recognised not only for its incredible returns but also its long-term potential to be taken to "other parts of the world", said judge Adrian Fortescue.

When judging this year's Best Independent Marketing Campaign Catey, Ian Taylor said he would be looking for passion and creativity. The winners should have a campaign which has clear objectives, shows short-, medium- and long-term success, and can demonstrate a good return on investment, he said.

"Winning a Catey gives your business a stamp of excellence. It has been beneficial in recruiting new members and gives the existing team a great sense of pride that the hotel is recognised as one of the best in the class," he added.

Judges' criteria

• Businesses enter themselves for the Independent Marketing Campaign of the Year rather than being put forward by a third party.
• To qualify for the award, the business must be a single-unit hotel, pub, restaurant or other catering outlet directly controlled by the owner.
• Individual outlets belonging to chains are not eligible. Individually owned hotels that are members of consortia, however, may enter.