Increasing festive sales for seven much-loved pubs and hotels in North Yorkshire
Provenance Collection is a collection of nine Pubs and Hotels in the Heart of Yorkshire. Provenance Collection has established a reputation for quality food, great value and unbeatable service.
Over the last two years, we’ve provided web hosting services for 10 websites and a bespoke website design for West Acre Lodge, an exclusive-use retreat in North Yorkshire.
With our successful partnership, Provenance Collection contacted us to increase reach, bookings and voucher purchases across seven venues in the 2024 holiday season.
The opportunity
Like most businesses, Provenance Collection started planning their Christmas campaign long before the season began. Their team wanted to increase the reach of seven venues, from their flagship, West Park Hotel, to cosy village inns like The Black Bull.
These sites mainly attracted families and older guests, but Provenance Collection planned to expand beyond their locals. They wanted to extend their Yorkshire welcome to a wider audience that would enjoy the warmth of their hospitality.
Given the fierce competition during the Christmas season, Provenance Collection also wanted to increase table bookings across December, with bank holidays as a priority. The run-up to the busy season also demanded an uplift in gift voucher spending, which customers can use the next year.
To improve brand reach and conversions, we created a digital marketing campaign encouraging new and returning guests to book directly on the venue’s website.
What we did
As their performance marketing partner, we knew everything had to align for this campaign to work. Before launching the campaign, we conducted on-site social media training for the Provenance Collection teams. This training equipped them to create their own organic content, which complemented the campaign materials we developed.
Social media ads
With a clear objective to increase reach, we created a social media ad campaign that targeted their audience in nearby areas. In October, we promoted Christmas party bookings for families and businesses.
November consisted of two campaigns: one to increase purchases on a Black Friday gift voucher and the other to gain table bookings from families, friends and work Christmas parties. December’s campaign extended the gift voucher promotion with messaging tailored to last-minute gift shopping rather than a Black Friday push.
We maximised the performance of these ads using Meta Advantage+, which uses AI to reach more people who are likely to engage with your business.
Organic social media marketing
We planned organic social media content from October to December, encouraging prospective guests to reserve a table before the venues booked up. Each venue offered different experiences, from private dining to wreath-making activities, so we tailored the copy to reflect this.
Following brand guidelines, we created up to four social media posts for every venue, each distinct by style and colour palette. This continued every month, with content ideas led by Provenance Collection.
Email marketing
As part of the wider content plan, we emailed each venue’s mailing list, inviting them to book a table for the holiday period. We tailored the copy and imagery around the venue’s seasonal activities, menus and specific offerings over the festive season.
Throughout the months, we designed and scheduled ten emails for Airship, their chosen email marketing platform. We closely monitored the click-through rate (CTR) and signs of engagement to ensure future email content matched the recipient’s intentions.
The results
Provenance Collection’s festive campaign was a great success. Overall, their Christmas Day booked up quicker than ever before. Provenance Collection’s overall sales from drinks and dining increased from last year for Christmas Eve and Day, as well as Boxing Day.
“Using Trio Media for the Provenance Collection festive campaigns was a tremendous help during the busy Christmas period when we were short-staffed. Trio’s creative flair brought fresh, innovative ideas to our business that we would have otherwise been too busy to implement.”
Anthony
Provenance Collection
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