NEW FLAGSHIP OF HAUGESUND by McCann Oslo for Scandic Hotel

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Industry Hotels & Resorts, Business equipment & services, Corporate Image
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Einar Nonstad
Copywriter Einar Fötschl
Released January 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: HOTEL CHAIN
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: McCANN OSLO, NORWAY
Art Director: Einar Nonstad (McCann Norway)
Copywriter: Einar Føtschl (McCann Norway)
Account Director: Ina Svarød (McCann Norway)
Account Manager: Elisabeth Lassen (McCann Norway)
Art Director Assistant: Anne Hildremyr (McCann Norway)
Media placement: Direct Mail - Postal - 15.01.2010

Describe the brief/objective of the direct campaign.
Scandic Hotels opened their first hotel in Haugesund, Norway, in April 2010. Haugesund is a city with a rich maritime history and tradition. The main challenge was to establish a clear alternative to the city’s most famous conference operator: The Rica Maritim Hotel, a hotel with traditional pompous maritime surroundings. The strategy was to launch Scandic Haugesund as a “The New Flagship of Haugesund”, with its simple, modern, and comfortable accommodations, by touching the maritime theme of the city in a new way. Main target audience for this campaign was businesses traveling to Haugesund for conference meetings.

Explain why the creative execution was relevant to the product or service.
In Scandinavia, Scandic Hotels is probably the hotel brand with the clearest environmental identity. To maintain this position, it’s important for Scandic to emphasise this focus in as many touching points with its customers as possible. Scandic Haugesund is not in anyway a hotel with a maritime theme, but by creating a parallel from the main competitors primary identity carrier, to Scandic’s more modern “maritime approach”, this execution is most relevant both to Scandic’s environmental focus as well as to the product and the brand as a whole.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A special drift bottle was shipped to the target audience. Not just any drift bottle, but Scandic’s own water bottle, highlighting “the new ship in town” combined with its well known environmental commitment. The shipment box could easily be made in to a pedestal for the bottle. The enclosed letter was of course inside the drift bottle, in the shape of a paper boat, with the recipients name and address printed on the bow. Campaign target: To book 50 % of the hotels capacity of conferences before opening and in addition draw attention to the new hotel for the future.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
There is usually a 12-18 month decision period for conferences. But merely three weeks after the initial mailing, the hotel was already fully booked for the opening week! For the rest of the year, 60 % was booked before opening, and Haugesund`s new flagship have become an attractive place for the local conferences and meetings.