Luxury spa chain Champneys Health Resorts is aiming to enhance its interaction with its high class target audience and increase revenues through a mobile-based marketing campaign, which will include a range of initiatives from competitions and promotional offers to booking confirmation and reminders.
Initially, Champneys will be running a mobile phone-based competition with the prize of a two night mid-week break for two people at one of the following venues: Champneys Springs in Leicestershire, Champneys Henlow in Bedfordshire or Champneys Forest Mere in Hampshire. The prize includes two nights free accommodation, all meals, unlimited use of the facilities together with a Champneys body massage and a relaxing facial per person.
As Champneys starts to build an ‘opt-in’ mobile database it will continue to integrate mobile marketing into its promotional communications strategy. This will include campaigns targeted at those customers who have visited a Champneys Town & City Spa in the past encouraging them to visit one of the flagship Spa Resorts.
The campaign is being run in conjunction with mobile marketing and communications company Oxygen8. Oxygen8 was chosen as Champneys’ mobile partner because of the resilience, flexibility and speed of its mobile platform, combined with the creative ideas and knowledge of the Oxygen8 consultants.
Sharon Scott, Group PR and Marketing Manager at Champneys, explains: “As a communication medium, the mobile phone opens up so many more possibilities for us to interact with both new and existing customers, utilising a device that is now commonplace and that people always keep to hand. We are in the age of information overload with consumers being bombarded with promotional material and in this environment email marketing and door drop campaigns are not necessarily delivering the best return on investment. In contrast, Oxygen8 have demonstrated to us that mobile campaigns can deliver response rates at around 20-25% which is exceptional.”
