The key objective was to market Hastings Hotels as the perfect golfing holiday destinations in Northern Ireland and to encourage golfers to visit more hotels, for longer. Specific aims included:
A TV schedule was created around Sky Sport’s coverage of the British Seniors tour event at Royal County Down. Just 17 transmissions were placed in a mixture of live and recorded highlights broadcasts on Sky Sports One and Two across the tournament. Although the campaign was concentrated into a four-day period, the profile of Sky viewers was a perfect match.
Immediately the phones started ringing and the hits on the website rose dramtically.
Sky Media and Hastings have proved that single-minded use of a channel with the right targeting can produce truly effective results, even on a small budget.
“The advert promoting golfing holidays made Hastings the only Northern Ireland company to advertise during the Senior British Open.”
(Extract from Belfast Telegraph)
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