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.

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.