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Issue: November/December 2008

Reed Business Information - caterer and hotelkeeper

Reed Business Information brings over
100 market leadingbrands to an
audience of 30 milliondecision makers
worldwide. They are part of the Reed
Elsevier Group plc, a FTSE 100-listed
company and the biggest online and
offline publisher in Europe.

‘caterer and hotelkeeper’ is the No. 1
weekly magazine in the hospitality
sector. It advertises more vacancies
than any other hospitality publication.
It also includes the latest innovations
in food and equipment and profiles
people and restaurants in the industry.

Reed Business Information wanted to increase the number of subscriptions – new and retained - to the magazine.

Their extensive research had enabled them to develop a comprehensive profile of their readers, which were categorised as personas:

  • Chef
  • Hotel Owner
  • Purchasing Manager
  • Promotions Manager
  • Bar Manager
  • Hotel General Manager
  • Catering Contract Manager
  • Operations Manager

In consultation with Lorien Unique, Reed Business Information opted to take four of the personas to create their own dynamic content marketing campaign using direct mail, personalised websites and URLs.

The four chosen personas were Chef, Hotel Owner, Purchasing Manager and Bar Manager. The creative treatment for the campaign featured four different themes depending on the job title of the recipe with a male and female version for each.

The variables for the dynamic content were:

  • Persona
  • Gender
  • First name
  • Last name
  • Job title
  • Company name

The dynamic content was a combination of headlines, body copy, static images and personalised imagery.

The actual campaign was offer led and gave the recipient the opportunity to subscribe to caterer and hotelkeeper before the 15th December to receive a £40 discount.

The personalised websites were accessible via personalised URLS i.e. www.mycaterersubs.co.uk/firstname.lastname. They consisted of a dynamic homepage which linked through to a dedicated subscription page.

To see other work we are proud of, please click here

For more information about how Lorien Unique can help you and your business, please contact Antonia Fielding, Senior Account Manager at:

Tel: +44 (0)1753 768489
Mobile: +44 (0)7595 400871
Email: antonia.fielding@lorienunique.com

Alternatively, click here and complete our 'Find out for yourself' enquiry form and we will contact you.