Hastings Hotels: How advertising attracted golfing tourists back to the province after 30 years - IPA Effectiveness Awards Case Study 2002

Brief Description: This case demonstrates how a radical marketing strategy, coupled with intelligent media solutions contributed a significant short term profit and a valuable database for future direct marketing activity. Hastings Hotels tapped into a niche opportunity of golf coverage of the Senior British Open on Sky Sports to attract cash rich golfers to their Slieve Donard hotel. As a result of the advertising over £45,500 gross income was generated within one month, while annual golf room bookings increased by more than 300% to over 1500. And all for a spend of just £12,000. ;---(TAGS)--- Full Title: Hastings Hotels - how advertising attracted golfing tourists back to the province after an absence of 30 years ; Number: 2002/07 ; Brand Name: Hastings Hotels ; Client: Hastings Hotels ; IPA_ProductCoding: Travel & Transport (Hotels/holiday accomodation) ; Agency: AV Browne Advertising ; Author: Mike Fleming, Sam McIlveen, Julie Maguire ;