Services
Client
Year
Challenge
Milsom Hotels & Restaurants Group needed to launch this new property with a campaign that justified its "most exclusive" tag while still highlighting its versatility.
The challenge was to create a brand presence that felt premium enough to be aspirational, yet accessible enough to appeal to a wide range of audience segments all while driving immediate bookings in a competitive regional market.
Goal
The primary objective was to launch The Gatehouse as a "must-visit" lifestyle destination. This required: Developing a singular, emotionally resonant campaign idea. Building a sense of discovery and exclusivity around the property. Driving high-intent traffic and immediate commercial returns through a 6x Return on Ad Spend (ROAS).
The impact
The campaign transformed a new property into an overnight icon of East Anglian hospitality:
Immediate Commercial Success: The launch campaign delivered a 6x ROAS and a high 4.83% CTR, proving that the creative resonated deeply with high-intent audiences.
Sustained Occupancy: By maintaining launch momentum through targeted performance marketing, The Gatehouse secured strong booking performance from the very first day.
Superior Market Positioning: The campaign successfully elevated The Gatehouse above regional competitors, establishing it as the premium stay of choice for multiple audience segments.
Emotional Brand Resonance: The “Soho House of country living” positioning created a “wow factor” that turned a physical building into a coveted lifestyle experience.
The approach
Against Ordinary developed a holistic creative strategy that positioned The Gatehouse as the “Soho House of country living”:
Crafted a Powerful Tagline: We anchored the campaign with the line: “Open the gates to boundless possibilities.” This nod to the property’s name perfectly captured the blend of countryside luxury and limitless experiences.
Defined a Premium Narrative: We positioned The Gatehouse as a “hidden gem,” building anticipation by inviting potential guests to discover an extraordinary space where luxury meets the wild.
Executed Targeted Channel Planning: We conducted deep audience persona work to ensure the creative resonated with specific groups—from luxury-seeking couples to large groups planning celebrations.
Amplified Natural Demand: By leveraging the existing Milsom Hotels audience and aligning with organic press interest, we created massive early momentum for the launch.
