Success Stories

Tie the Knot of Hot

Client: Ascot Quays Apartment Hotel Perth
Objective: To increase awareness of their wedding/conference facilities and inspire people to book events onsite
Results: Massive response to wedding facilities with several couples booking large functions based on hearing about the promotion or being part of it

Client Testimonial:

The Tie the Knot on Hot promotion was hugely successful for the products & services of Assured Hospitality.

Throughout the competition I can say unequivocally that the increase in bookings taken from regional areas and the number of 'click-throughs' to www.assuredhospitality.com.au were excellent.

Being located in the city means that I am unable to hear these types of on-air activities. However, a number of people I spoke to during that time told me they had heard it on air and even taken part in the radio competition.

I have to say that I think the concept of the promotion was terrific. Too many radio promotions ask listeners to ring in or go into a website and leave their contact details. This was truly creative and I don't doubt would have had a positive impact on educating people about our facilities here at Assured.

Assured Hospitality has a reliable and growing market stream from regional Western Australia. We have researched that over 70% of our bookings now come from regional areas. This is due in no small part to promotions we have run with Carly Jabs from Minefield Events and Marketing like this one and the very successful Don't Forget Your Toothpaste for our Margaret River property. I must congratulate Carly Jabs on the regular and sustained creative promotional presence she have given us which has been a great part of our business growth in the last 12 months.

I look forward with eagerness to the next promotion.

Yours sincerely

John Lynch
Former Marketing Manager
Assured Hospitality
Incorporating Margarets Beach Resort, Margarets Forest, Waterside Apartments, Ascot Quays Apartment Hotel, 150 East Riverside Bar and Restaurant, Embiar Seafood Bar and Restaurant

Mini Break Promotion

Client: Office of Road Safety
Objective: To create a fun interactive promotion in order to increase awareness of dangers driving tired and prevent or reduce road deaths caused by fatigue over the 2004 Easter holiday period
Results: Substantial decrease in deaths on regional roads during this campaign

Client Testimonial:

The overall goal of the 2004 fatigue campaign is to contribute to the reduction in the number of people driving when fatigued in Western Australia. This is expected to result in a decrease in the number of fatigue related road crashes and trauma.

Minefield came to us with a promotional concept to run across the Hot FM Network at the same time as generic Fatigue radio & television commercials in the lead up to Easter, one of the most dangerous periods on our roads. The idea was to develop an interactive online tool or game that would reinforce the aims of the campaign while at the same time being a fun way of entering the promotion to give radio listeners the opportunity to win a Mini Break of their own.

The online tool was designed to reinforce the elements of the 2004 campaign objectives which included-

Increase the awareness of the effects of fatigue on driving skills by emphasising the negative consequences of this behaviour.
Emphasis the importance of recognising the early mental signs of fatigue as the point at which drivers should take action to avoid driving when tired.
Increase the behavioural intentions of drivers to avoid driving when tired and encourage drivers to plan not to drive when fatigued.

The interactive tool provided a series of scenarios for players to work through, with successful completion allowing entry into the major prize draw which included a week away in Perth. Extra promotion was given to the Hot FM Mini Break through flyers & credits in the promotional vehicles, announcer liners & promos.

The course of the promotion saw over 800 people from regional areas logging onto the Hot FM website to play the Hot FM Mini break - which was phenomenal - whilst learning vital statistics and heightened awareness of driver fatigue. The design that was implemented by Minefield was carefully based on other promotional activity we had on other forms of media. When combined with the mainstream media activity, we believe the online tool greatly assisted with driver education and more care on road trips.

The winner Chris Harbour from Harvey was ecstatic when he was told he had just won a trip for 4 to Perth staying at Ascot Quays with breakfast each day, chocolates & champagne on arrival. He also received $300 worth of tickets to any gig he wants to see while in Perth. This prize was sourced and supplied for this competition by Carly Jabs of Minefield.

We were very pleased with the promotional activity and entry mechanic, airtime placement and all the additional exposure provided during the campaign period. Big thank you to Minefield Events and Marketing Manager Carly Jabs & Andrew from Minefield Digital Media for all their hard work.

We had no fatalities on regional roads during the Easter break in WA this year (in comparison with 4 the year before) and only 1 death in Metro Perth. If these figures are anything to go on then Minefield has more than contributed to the success of this campaign in reducing the number of deaths on our roads due to Fatigue. Well Done!!

Beer Factor

Client: Albies Bar and Bistro Busselton
Objective: To increase bar traffic on a Saturday night due to previous poor crowds, increase drink sales and get people back to a tired venue.
Result: Crowds were phenomenal. The concept was fun and appealing to all ages and as the month went on it even got to the stage when the pub had to close the doors due to not having any room to fit any more people in.

Forum Survivor

Client: Bunbury Forum
Objective: To increase foot traffic and sales in the traditionally quite month of Feb
Results: Massive 7.33% increase in sales as shown by Client testimonial, 30% increase in foot traffic and the promotion proved a notable increase in the youth demographic.

Client Testimonial:

I am writing to express our gratitude for the effort your team, and in particular, you personally devoted to the most successful promotion ever run at Bunbury Forum Shopping Centre.

The promotion was unique for the centre and the Southwest, offering customers the opportunity to become emotionally involved with contestants during the 10 day promotion. The involvement with local media during lead in time was overwhelming, including the launch you put on including retailers, radio announcers, sponsors and contestants.

Initially, we were skeptical of committing such a high proportion of funds in a traditionally quiet period of the marketing calendar. However, the results have proven to return immensely on our investment.

As in our early discussions, the objectives set by our board were to increase sales and traffic counts by 4%. We are extremely please to report on the following results for the centre:

The first day of the promotion saw an increase of 30% in foot traffic (in the last two year period, since I have been with the centre, we have not seen increases beyond 3% nor had we in the 20 years prior to that)
The week covering the promotion achieved an overall sales increase of 12.96%
Specialty retailers experienced a sales increase of 7.33%
We estimated the additional sales in February 2004 were approximately $296,950 above that of February 2003
Sanity Music advised their sales doubled during the week due to the promotion and took an additional $10 000 in sales
Showcase jewelers advised a sales increase of 35% during the week
Notable increases in the youth demographic were clearly evident throughout the promotion; this is a market we have not been able to penetrate to date
70% of customers surveyed in a sample size of 85 stated they would like to see the promotion held again in 2005

The board of directors for Bunbury Forum Shopping Centre were extremely impressed with the results, and have requested the promotion be introduced as an annual event. We therefore request your exclusivity and support in 2005.

Thank you again Carly for your dedication to Bunbury Forum Shopping Centre during this, and continued promotions to date.

Yours Faithfully
Melanie Hogarth
Marketing Manager
Bunbury Forum