Disc whirled

August 31st 07, 09:47

Sending out a CDROM can be an effective way of marketing a hotel or chain, agues disc specialist brandedmedia. "The trick is to package it enticingly so that it adds value, rather than looking like the type of free DVD you get on the front of a magazine," says managing director Sean Fergusson. As with a printed magazine, a single agency should be able to handle everything from creative work to mailing. Clients such as the Westover Hall Hotel in the New Forest have used this format more as an alternative brochure than as a loyalty tool, Fergusson says. In 2004, Westover Hall issues a CDROM that was updated in subsequent years. More recently brandedmedia has worked with The Shelbourne in Dublin, part of the Renaissance chain, on a similar product. But Fergusson argues that the medium could be just as effective with existing customers, either to communicate major news such as expanded facilities or to encourage a crossover - for instance, from leisure to corporate business.

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