The current downturn in visitor arrivals to New Zealand has bought out some interesting marketing ideas to help boost falling revenues.. The accommodation industry has been hard hit with the latest bed nights figures showing significant declines. In response, accommodation providers have discounted their room rates to lure customers.
The luxury niche end of the industry has not been immune to the down turn and have responded in a similar fashion. However one particular lodge is currently marketing their discount in a very unorthodox manner.
Blanket Bay Lodge located on the lake edge outside of Queenstown, is one of New Zealand’s premier properties catering for high net worth individuals. Voted as one of Forbes Traveller top 400 hotels and top 20 International Hideaways in Andrew Harper’s acclaimed “Hideaway Report“, Blanket Bay has been very successful in promoting its accommodation to a global audience.
Blanket Bays latest vehicle to promote its “locals discount” comes in the form of live broadcasting from the lodge, by a local Queenstown radio station. The station spent the night at the lodge broadcasting their luxurious merits and this morning continues with interviews with the general manager and exuberating commentary about the food and service.
Radio stations often do live broadcasts to promote businesses like garden centres, hardware, furniture and electronic stores, but luxury lodges…. go figure! For a business that is targeting a very niche market, this form of advertising appears to be a very broad based down market mistake. It is akin to seeing an advertising campaign for Bentley, promoting their latest car and targeting South Auckland bus stop shelter bill boards.