Macdonald Hotels & Resorts

In early 2020, we had just released a multi-channel spring campaign for Macdonald Hotels & Resorts, when the Covid-19 pandemic struck.

With a lockdown imposed, the business required a complete strategic rethink to reach as many people as possible and deliver results quickly.

Aligned with the eventual loosening of restrictions looking likely in July, we embarked on a new multi-channel ‘Press Play’ campaign promoting safe resort breaks to make the most of the great British outdoors. With severe limitations on time and little ability to produce new footage, we had to be as creative with production as our writers were with the scripts. By reviewing and rejuvenating existing brands assets we managed to show the resorts as the ideal escape and antidote to lockdown.

Our ability to assemble a creative team was unaffected by the pandemic, enabling us to amend the campaign at very short notice, providing the client with continued opportunities to generate revenue during uncertain times.

This campaign in particular, surpassed the direct revenue figures for 2019 activity, and contributed to a 14% increase in website traffic, despite a pandemic.

Project team: Producer, art director, creative director, copywriter, video editor, sound editor, artworker, project manager