Warner plans internet-only marketing to lure over-50s

Hotel and resort company Warner Breaks has abandoned traditional advertising and will channel its £1.5m budget solely into online marketing campaigns.

Hotel and resort company Warner Breaks has abandoned traditional advertising and will channel its &£1.5m budget solely into online marketing campaigns.

The company, part of the Bourne Leisure Group, has beefed up its Web-based work in a bid to boost sales among the over-50s market. It operates 13 hotels and resorts across the UK, and says the shift is in line with the recent surge in internet usage by the target demographic.

Global Media, which manages the leisure company’s pay-per-click search marketing, affiliates and online planning activities, has been working alongside digital creative agency Sonaa to implement the campaign.

The change in marketing strategy is part of Warner Breaks’ plan to boost online bookings, which recently surpassed targets set earlier this year by almost 15%, according to the company.

The travel brand has been building its online presence over the past six months. It appointed e-mail marketing agency e-rm, a division of RedEye International, to handle an e-mail campaign for the over-50s market in May.

In July, the company selected Elvis Communications to handle its creative and direct marketing business following a seven-way pitch.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here