Pat Rafter boosts online bookings for Mantra Hotels by 30 per cent

Mantra Hotels, Resorts and Apartments has reported a 30% increase in online bookings since its campaign featuring tennis player Pat Rafter launched last month.  

The announcement:

August 3, 2011

Online bookings for Mantra Hotels, Resorts and Apartments have increased by 30 percent since a new campaign featuring former Australian of the year and all-round nice guy, Pat Rafter commenced on July 10.

Mantra’s Director of Marketing Ken Minnikin said that year-on-year traffic to the company’s website had increased by 28 percent.

On Wednesday, had a record number of visitors. Nearly 28,000 people directly visited the site after the Pat Rafter commercials were broadcast as part of a YouTube promotion.

“Since the campaign has been running, the number of searches for the word ‘Mantra’ on the web is up 21 percent over the past few weeks and 63% up on last year.

“These figures are encouraging and show that the Pat Rafter campaign has motivated holidaymakers to get online to research and book a holiday ,” said Mr Minnikin.

The $5 million campaign is Australia’s largest accommodation marketing campaign and involves television, radio, print, digital and PR elements. Pat Rafter, former world number one tennis player, captain of the Australian Davis Cup team, father of two and brother to eight, has signed a three year deal with Mantra with a variety of campaigns being rolled out over this time.

“In this current burst of marketing activity, we have two commercials running. The corporate campaign explores the challenges faced by business travellers and the leisure campaign heralds the values of the great Australian family holiday,” he said.

“The campaign has had cut through because it is different to other tourism marketing activities as it presents travel in a very realistic light.”

Mr Minnikin said the philosophy of the new campaign is based on formal research as well as guest feedback. Business travellers cite some negative associations with travel including being away from their family and friends, living out of a suitcase and not having the personal comforts of a home-like base. While those travelling for leisure want spacious apartment style accommodation in convenient and desirable locations.

“Pat was the logical face for our campaign because he is a highly successful businessman and sportsperson – who travels extensively for work and sport – but he also has particularly strong family values,” said Mr Minnikin.Pat Rafter said these days he mainly travels for business, but his most important travel each year is his family holiday.

“I try to have a few getaways with the family each year. Whether it is a trip to the Great Barrier Reef, a long weekend at the beach or even a road-trip along the Great Ocean Road, the whole family is catered for. We use our accommodation as a comfortable base and from there we just get out and explore,” said Mr Rafter.

Mantra Resorts, Hotels and Apartments is Australia’s fastest growing accommodation brand. The portfolio features around 50 properties in Australia and New Zealand, offering a choice between leisure and corporate oriented properties.

Source: Mantra Group press release


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