Ardoe House earns £450,000 in membership revenue from Creative Fitness Marketing | Article

It is not an easy task to manage a hotel. Between juggling accommodation services, bar, restaurant and leisure club, a substantial team and budget are needed to succeed. For many hotels, their leisure clubs are a great USP for attracting hotel guests, but are also a great source of revenue through membership sales and secondary expenses. The latter can be a challenge due to time, manpower and budget constraints, which is why hotels often outsource the sales and marketing of their leisure clubs.

Ardoe House (run by 7 Hospitality) has just completed its first successful promotion with a niche agency Creative Fitness Marketing (CFM)generating over 300 new leisure members and £450,000 in membership revenue.

The partnership with CFM has proven to be a great success in rapidly increasing membership revenue. With CFM handling all of the marketing campaign, membership sales and administration, Ardoe was able to focus on running the hotel and providing excellent service to its customers.

Set in 30 acres of stunning grounds, the 19th century baronial mansion of Ardoe House is the perfect destination for business or leisure. In 2019, the 120 guest rooms were renovated. The hotel offers a range of accommodation options including executive rooms, suites, connecting rooms and enhanced accessibility.

With this in mind and as part of the campaign, the CFM design team ensures that all marketing materials are on brand, as they understand the importance of brand protection being integral to the continued success of ‘Ardoe.

When speaking with Managing Director Gary Pinchen, he said they hired CFM because they were “well recommended by our partners for our leisure facilities (3D Leisure) and we have seen CFM as a valuable way to increase membership CFM delivered a very successful marketing and membership campaign.

So how did they manage to attract so many members in such a short time? CFM is a niche agency specializing in leisure club and industry marketing for over 30 years. Jonny Packard, business development manager, said that “CFM’s marketing strategy is not designed to appeal to club members who might find themselves, but rather the deconditioned market who don’t normally think of joining a leisure club. This suits our customers as new members are usually low users. Our marketing strategy incorporates direct mail, corporate outreach, club events and targeted digital media, including social and paid search. This multi-faceted approach is the key to generating high numbers in a short time. »

To find out how a CFM campaign works, you can check out their website cfm.net to download an information pack or call CFM on 0115 777 3333.

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