Longueville Manor
THE CHALLENGE
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Maintain brand excellence and counter economic trading conditions
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Position Longueville Manor as the perfect solution for high net worth visitors and corporate customers
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Communicate an enriched experience that imparts real meaning
SERVICES DELIVERED
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Re-brand & communication strategy
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Collateral
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Advertising
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PR
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Website development
THE SOLUTION
Faced with a tough trading climate for the luxury hospitality industry, Longueville Manor has continued to position itself as a luxury solution for high net worth clients and not be drawn into competitor price wars. With rich heritage brand Longueville Manor could illustrate its proven track record of consistently delivering the fundamental attributes of luxury. It is a brand you can trust. Orchid facilitated a marketing strategy and planning period resulting in a revitalised brand and a strong campaign: ‘The Stuff of Dreams’. With on and offline campaigns targeted at the family market, luxury leisure visitor market and the hard and soft active markets, the hotel has maintained relevant and meaningful brand awareness where it matters.
THE RESULTS
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Daily revenue for the last four months has been consistently almost double the comparative average of their top five local competitors
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Generation of regular, relevant and high value media coverage across key target audience titles
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Growing online presence with appropriate use of social media to build the brand
“In a tough economic climate it was vital that Longueville Manor reviewed its marketing objectives to ensure business levels – both in terms of revenue and occupancy – were sustained. Orchid Communications played a key role in the process, taking us back to the drawing board to collectively agree our focus. Following significant investment, it was vital that our target audiences were inspired to engage with us. We made a business decision not to be drawn into the price wars or our competitors so the quality, excellence and essence of the brand had to be clearly communicated. We are delighted with the refreshed Longueville Manor brand and the initial response to our ‘Stuff of Dreams’ campaign. We enjoy a strong working relationship with Orchid which is built on a foundation of trust and respect.”
MALCOM LEWIS, OWNER