Historic Brand Marketing Opportunities

This seminar was presented by Jessica Haese and Dan Coyle

Review of programs that are already out there:

Audience: Consumers and Travel Agents

Electronic Communications

Historic Database development

Increase awareness of our Brand HHA

Drive more business to the HHA website and the HE code


And Build the HHA database of consumers

150,000 by end of 2010

One Tank Drive had a 21.5% open rate; industry baseline is 11% which is considered a good rate

Fall Back in Time
Package is themed around time when Hotel first opened
23.8% open rate, very engaged audience. Picked up 4,700 names for database
History travel helped to distribute

Wants holiday offers, still available if packages are loaded by Nov. 25
Working with History Channel again on engaging their database

Historic Database is important, but they need our help to grow it. Engage our guests to ask them to allow their participation in this database.
2010.

Keep your guest program (Second quarter 2010)
Provide our past guest database to PHG
PHG develops and delivers email to past guests (mimics hotel branding) with special offer with invitation to sign up for additional benefits
Cost $500 creative plus 3 to 5c per email delivered (price was clarified as shown)
Guest

Name exchange program (January)

Hotel provides past guest database
PHG develops and delivers two emails on hotel behalf
1) email from hotel name to past guests with special offer, with easy opt out.
2) An additional email to equivalent number of existing consumers in the target area of hotel’s choice with special offer
3) Offer is posted on special offers page for duration of offer plus included in at least one top ten and/or last chance newsletter.

Cost – Complimentary

They clean database, scrub for dupes, etc.

History Channel Magazine

NTHP member rate

Regional campaigns are one of the things they will do after the database is built

Building regional itineraries for travel agents from HHA. (Historic Itineraries, First Quarter 2010)

HE = Historic Experience
PV = Preferred Hotels

PV chain code will have HE chain code underneath it, so we will benefit from hotels who are loyal to independent hotel, especially when there aren’t any other PV hotels in a marketplace except our HE property

Stay tuned for more information coming your way.

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Juli