How Warner Leisure Hotels used gin to attract target audience
Creative campaign won the hearts of retirees and everyone else.
From over 50’s to retirees it’s all about the sensibility of the guests you wish to attract at your particular hotel.
UK based Warner Leisure Hotels (owned by Bourne Holidays Limited), caters for the more senior generation with 13 beautiful country and coastal properties situated all over the United Kingdom. It offers adult only vacations boasting fantastic restaurants, fabulous entertainment and luxury accommodation.
Known for thinking outside the box with their marketing campaigns, Warner Leisure Hotels has been successful in the past with a series of initiatives, including an annual multimedia campaign and TV ad that allows guests to see what they could be experiencing at the groups 13 locations.
Warner Leisure Hotels 218 TV advert:
Running for just over a month, the video ads showcase Warner Leisure’s extensive range of activities and evening entertainment, with the aim to increase bookings and brochure requests within its target market of recent retirees and people approaching retirement age. The ads also look to spark interest within customers outside of its core demographic — a long term strategy Warner Leisure Hotels has embraced for some time.
In 2016 the hotel group wanted a new campaign to continue attracting a younger audience — those aged 55+ in addition to the current 75+ market. Warner’s marketing team therefore researched the over-50 crowd in a unique way to set about creating the perfect avenue to refresh their brand image.
Their key to success was knowing their core and new audience’s shared mindset, as a demographic who were young at heart, enjoyed socialising and who stayed on top of the latest trends to feel young and vibrant. Research from internal sales data and of British adults aged 55+, found this audience loved a drink and that gin was the favourite of both men and women!
Warner Leisure Hotels Anti-aGin campaign
Research lead to the creation of a unique campaign they hoped their audience would appreciate and be amused by. The campaign was Anti-aGin, a collagen and anti-oxidant-boosted gin blend crafted by Bompass & Parr. The curious spirit included edible collagen and a mix of anti-oxidant botanicals to give it real anti-aging credentials, and was stocked in all 13 Warner Leisure hotels.
A limited amount of stock was also open to the public to purchase on Drinksupermarket.co.uk — which sold out in 24 hours.
In a previous interview with Scotsman food and drink, Warner Leisure Hotels Head of Marketing told readers that:
“Our guests are predominately over 50, but they are all young at heart and love to stay social and drink and dance long into the night. We wanted to create a product that not only tasted great, but could help you feel younger.
Anti-aGin is a cheeky thank you to our guests for keeping our hotels fun and young, as well as a new drink we could see becoming very popular around the country.”
The clever invention supported by high quality lifestyle and product shots, was launched to the public via media and received numerous coverage in global news outlets. One article alone on Mashable was shared 30,500 times, reaching readers in countries that may never have heard of Warner Leisure Hotels before.
The campaign is a great example of staying true to a hotel’s audience and ethos while simultaneously causing a stir!
Cheers to that!