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.”