despite a recent luxury property is - home | walpole · • digital ads –web banner and carousel,...

Despite a recent €5 million refurbishment, the luxury property is seeing a decline in popularity AND revenue…

THE GRAND WALPOLE HOTELEst 1845….Has a problem

• Ageing fast & declining in numbers

• Fond of impeccable service, elegance, croquet on the lawns, the odd game of bridge, a pedalo ride on the lake, and chef Jean-Claude’s famous Crêpes Suzette Flambé

• They love the hotel’s motto, “At the Grand, all your dreams come true”

Luxury brands face demographicdisruption – target markets are evolving fast from maturing Baby Boomers (born 1946-1964) to Millennials (born 1980-2000). They’re seeking very different things from the traditional luxury customer…

• Social media focus• Content driven by hand-picked

luxury influencers• Digital ads – web banner and

carousel, plus sponsor FB posts• Strong use of video• Cross-platform in luxury media –

print ad & advertorial• Also some less conventional

niche media, e.g. Vice• VRoom Service – VR media event • 6mths duration - Oct – Mar