As this was a launch campaign for the newly restored Ensana Buxton Crescent, the target audience was hotel and leisure seekers across the UK.

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Obviously this is a vast audience, so within this we created segments of audiences based on the leisure and travel needs such as 'weekday travellers' and 'weekend spa seekers' to tailor activity, messaging and pricing to suit the target audience.

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As previously mentioned, Ensana Buxton Crescent had already launched in September 2020, however, was then closed again in November 2020 and didn't reopen it's doors until Spring 2021, therefore the hotel needed to be effectively launched twice. 

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Due to the current COVID restrictions, the hotel couldn't hold the traditional PR launch party and event and we therefore had to rely purely on the digital campaign activity to launch the hotel, spa and restaurant facilities to the UK audience and specifically the local Peak District audience.

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Buxton Crescent sits at the heart of a natutal spa town and the building itself has been a spa since the Roman times. Playing homage to Buxton Crescent’s history we played on the notion that the world might have paused, but nature never stops and created ‘The Water's Waiting’ campaign. ​

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We amplified the creative concept through a well-crafted media plan which combined increasing overall awareness with direct response conversion activity. 

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To launch the campaign we upweighted the media budget to the awareness phase and as the campaign progressed increased the weightage of budget behind the consideration and conversions phases to drive bookings and revenue.