Strategic branding and
intelligent omnichannel marketing
A profitable collaboration in every sense of the word. Beach hotel and spa property, Marienlyst Strandhotel came to us with a clear-cut challenge:
Help us boost sales and help us improve the loyalty of our guests. Fast-forward one year later, and we are proud to say that the numbers tell a successful story.
Marienlyst Strandhotel is Denmark’s largest beach hotel. Beautifully renovated with excellent in-house meeting facilities, a brand new spa resort and a very ambitious culinary concept. But how do you engage with guests and convert these new and attractive assets into repeating sales, if public brand perception is already formed by previous and outdated experiences?
Learning everything there is to know about our client’s guests is a crucial part of the strategic foundation, on which we base our insights and further actions. We conducted a comprehensive analysis including quantitative surveys and qualitative, in-depth interviews within both the leisure and business segments. One of our primary learnings was the apparent need to strengthen and reposition the brand – to reclaim the position as the premier destination on the North Coast. The strategic data and insights were then diluted into developing a new – and fully operational – marketing & communications plan that would help keep our next steps on track.
First, Marienlyst Strandhotel received an updated visual identity system that stays true to its historic monogram logo but at the same time has the ability to flourish on digital platforms. We then built a dual-entry website (business or pleasure?) with tailored content and messaging to the target audience. Of course, everything designed to serve the right information to the right user and shorten the booking process. Other primary deliverables include ongoing targeted omnichannel campaigns and a completely revamped communications platform.