Lochs & Glens own & operate 6 stunning hotels in Scotland and treat customers to incredible and memorable coach holidays from across the UK. They rely largely on local press to communicate specific holidays to customers. With the decline in local press readership and the changing media habits of younger customers a fresh approach was needed.
A full analysis of the press market was undertaken and new opportunities were identified where press was weak. Testing of new media channels, from TV to magazines, to name just two was undertaken to reduce the reliance on press. Additionally a top to bottom review of press deals was initiated to see where additional savings/efficiencies could be achieved.
Through negotiation, savings of over £100k were identified in local press, and on top of that added value was secured including better positions, upsizes & free colour. Tests of new media vehicles have proven effective which have increased reach and sales in previously hard to reach locations.