Case Study

HERITAGE HOTELS

My Role —
Account Director, whilst at Salted Herring.

Campaign strategy lead for various campaigns in 2016-18

One example shown above on the HH website — “Make great memories with Heritage Hotels”.
Aim of campaign — To get people sharing their ‘Heritage’ Holiday experiences on their social channels to create brand awareness and ultimately to generate holiday bookings.
Campaign brief — To show that HH are a nationwide group and to bring attention to tourists all of the unique experiences on offer in and around each ‘Heritage Hotels’ location.
Campaign creative — Based around people taking a selfie of themselves on holiday whilst staying at a HH location, sharing great memories. This enabled us to show a wide range of New Zealand, and the places where Heritage is as well as bringing a human element to the campaign. This also talked to the Heritage brand pillar ‘play’. (Sleep, Eat, Work Play — You’re somewhere special with Heritage.)
Activation — Campaign ran via social networks, on the website via a landing page and in-hotel. The nature of the campaign meant it was cost effective and easy to activate via social channels and to run competitions and engagement activities throughout the year with a wide audience of varying ages, all the while growing the Heritage social channels.

Creative —
All creative and execution by Salted Herring.

Other work with this client
— Brand management and advice for both print and online work.
— Management of design & creative team in studio and client liaison ongoing throughout the year.
— Management of website improvements through design & creative.

Heritage Hotels was undergoing a nationwide brand refresh when I began working with them. This involved new collateral for restaurants, in-room, advertising and online. I managed various design components through our studio for each property + roll out through website, collateral and signage.

https://www.heritagehotels.co.nz/

Team — Salted Herring Brand and Digital, Spark Interactive, Heritage Hotels Marketing team.