Launching Birch during a global pandemic
Opening a new large-scale hotel creates immediate pressure, with a focus on driving high occupancy from the day you launch made even more challenging when trying to revolutionise the traditional hotel experience. Birch needed to create a clear identity with distinctive content that would drive curiosity in their target market.
What we did
Reputation is everything so as a new brand, Birch needed to quickly build a body of positive reviews and gain momentum in earned media channels. We ran an Instagram campaign to build a database of potential future members.
We identified and distilled Birch’s personality and gave it human traits; rather than compete with people ‘in-market’ for hotel stays, we targeted people who had similar attitudinal depositions as Birch and lived within their core catchment area.
What we did
The pandemic meant the opening of the hotel was postponed but when it did we had to launch quickly to capitalise on the sudden surge in demand for staycations. We used a variety of data signal to identify people researching UK based hotels.
The initial campaign created a database of over 3,500 people who due to the highly granular targeting had high CRM engagement rates, drove a sell-out launch open day and subsequent room bookings after full opening.
Within the first month of opening, we drove bookings at a CPA under £30, driving an ROI above 5.4. Working with the PR and creative agencies, we helped Birch win Sunday Time’s Hotel of The Year for 2020 just 68 days after opening.
We’ve seen fantastic results-driving awareness, acquiring new customers and converting new members and they have always made our budget work hard for us. They are an integral part of Birch, collaborating with our PR agency and our internal team, and perhaps most importantly are great people to work with.