Pasado Productions

Objective:
A motel wished to promote honeymoon stays to newlyweds and to travel agents.
Strategy:
Newlyweds with an overnight stopover at the airport were the principal target for the promotion. Their marital status was determined when the couple accepted the reservation. When the married couples entered their rooms, they found a half-pint of champagne, a $3 voucher for breakfast and a small spice jar filled with chocolate kisses and hard candy. The advertising jar was imprinted with "Honeymoon Kiss" and the sponsor's name. The jar was delivered by Holiday Inn representatives to travel agents. As a desk item, the jar would remind travel agents of the campaign and hopefully encourage them to book their clients at the motel. It also was hoped honeymoon couples would recall the motel's hospitality and return.
Results:
Housekeeping and front-desk staff members received many compliments from honeymoon couples. The motel sales manager reported a 30 percent increase in honeymoon business.