Macdonald Hotels raises focus on DM in overhaul

Macdonald Hotels and Resorts is increasing its focus on direct marketing and consolidating its below-the-line budget into a single agency as part of an overhaul of its marketing strategy.

The company, which owns 40 hotels across the UK, has appointed London-based agency Wand to handle its direct response, direct marketing and door-to-door marketing. The agency will also develop the company’s digital creative work.

The change in strategy is supported with an increase in its direct marketing budget to more than £1m for the next year. This will include over 1 million mailpacks and doordrops.

Ruaridh Macdonald, marketing director for Macdonald Hotels, says that the company has built a database of customers and wants to capitalise on the success of previous below-the-line campaigns. He says: “We are increasing the volume of direct mail we are undertaking, testing door drops and making our advertising brand response led.”

Macdonald adds that the company hopes to see a better return on investment from its marketing spend. He says: “Ultimately, it is about using strategic marketing as a means of targeting both existing and new customers with offers that are relevant to them.”


Morrisons market share jumps to 11.4%

Marketing Week

Morrisons has won the Christmas battle between the major supermarkets, according to figures published by TNS Worldpanel. The retailer’s growth in market share for the 12 weeks ending December 30 is the highest for any grocery retailer in the period. Its share has risen to 11.4% from 11.0% for the same period last year, which […]

Five appoints ex-Lowe London head

Marketing Week

Five has appointed Lowe London head of planning Carl Ratcliff (pictured) to bolster its marketing team, following the departure of marketing director Jane Scott last year. Ratcliff, who previously worked at Five, takes the title head of brand strategy and marketing, and will report to Lisa Opie, managing director of content. Ratcliff first joined Five […]


    Leave a comment