City Lodge Hotel Group experienced a seasonal low in occupancy of the December festive season. In order to combat this, promotional room rates were being offered for the period and needed to be communicated. The main objective was to increase CLHG occupancy. The offer was up to 50% off room rates at Courtyard Hotels, City Lodge Hotels and Town Lodges in South Africa.
The target market was South African travellers – leisure focus, including people who would not typically travel to the coast because of affordability issues. Traditionaly, South Africans travel to the coast between Christmas and New Year, leaving inland hotels empty. We are giving people who cannot afford to go on holiday an opportunity to have difference ‘self drive’ experiences instead of staying at home.
The Half Price promotional campaign communicating the 50% off room rates through radio and outdoor, with HALFPRICE being used as the promo code to unlock the discount on the CLHG website.