The Atlantic Hotel’s ‘Apprentice Campaign’ is short listed for Cateys Best Independent Marketing Campaign award
Held at London’s Grosvenor House Hotel the Cateys are often described as the hospitality industry's equivalent of the Oscars. The first awards ceremony took place in 1984 and since then this glittering celebration has grown to be one of the Industry’s most prestigious events.
The Best Independent Marketing Campaign Award goes to the business which presents the most enterprising and effective overall campaign. The Atlantic Hotel’s Apprentice entry was not only innovative but demonstrated clear objectives, audience segmentation, product development and the very best use of a mix of communications channels including on and offline advertising, public relations and social media to maximise the impact of their appearance on the popular TV show in December 2010.
Following the hotel’s post programme promotional activity, forward bookings rose by almost fifty percent on the previous year. Twenty two percent of guests booking in the month that the programme aired mentioned that the coverage on the show was their reason for doing so.
It was however not just The Atlantic Hotel which benefited from this exposure, Jersey Tourism reported a 43% increase in web traffic through the months of December and January and a marked increase in brochure requests. Increased bookings and web traffic were also reported for other luxury hotels in Jersey.
Commenting on the achievement Patrick Burke, Owner and Managing Director of The Atlantic Hotel said “Naturally we are absolutely thrilled to be selected as one of just three businesses short listed. Despite being a relatively small family owned hotel this recognition demonstrates how innovative ideas, a talented team and meticulous planning can be combined to create a truly outstanding and successful marketing campaign.”