Posthouse profits from press ads

Forte Posthouse has launched its second national newspaper advertising campaign in three months, after initial advertisements boosted occupancy rates by more than five percentage points.

The hotel chain has traditionally used TV advertising to boost public awareness but earlier this year it reviewed whether this was the best means of promoting its new products.

"In the past we have done TV advertisements but research showed they did not change people's perception of the chain," marketing director Caroline Beecher told Caterer. "We wanted to get across how we have enhanced the Posthouse product, so we decided to do a press campaign instead."

The advertisements carried by a number of national newspapers in March and April were aimed at business customers, while those that appeared last weekend targeted leisure customers.

"We have gone for brave advertisements, picking small product stories to show what we offer and to reinforce the brand," said Ms Beecher.

The enhancement programme across the Posthouse chain has seen minibars put in all 7,500 bedrooms. All rooms also now have interactive TV sets, giving customers information about the hotel. It is also piloting a facility which allows customers to check out without visiting reception.

The chain has introduced a two-night B&B package costing from £23 per person per night with children sharing the room staying free.