Navigator runs De Vere Resort campaign
Navigator Responsive Advertising has launched a new direct marketing campaign to promote De Vere Resort Ownership's extension to its Cameron House estate at Loch Lomond.
Navigator currently runs seasonal direct marketing campaigns for Cameron House, however, the agency was briefed to create a new promotional pack for Cameron House using a more contemporary look and feel.
Comments Gillian Markwick, head of marketing at De Vere Resort Ownership: "Navigator has designed a new direct mail pack to promote Cameron House using a more stylised and contemporary format to suitably present the product offer. We're running a creative test using the new pack against our previous and more traditional promotional material for Cameron House to gauge if the creative has an effect on response rates."
The creative called 'Put Yourself in the Picture' focuses on the peaceful setting of Loch Lomond and highlights its new facilities using a contemporary style which runs through the photography, copy tone, colours and paper stock used for print.
Key prospects are invited to a discounted two-night break at five-star Cameron House Country Club and Spa. During the stay guests will receive an exclusive preview tour of the new resort - see the golf course take shape, view a show lodge and hear about purchasing opportunities.
Rolled out over a three month period, the campaign is being trialled on cold prospect data where 50% of the set will receive the new pack against the existing pack.
Currently under development and due to open later this year, the new resort will include luxury lodges and mansion house apartments, an 18-hole championship golf course designed by international golf design company Carrick Design, and a world-class spa.