Chateau Impney Hotel & Exhibition Centre had a colourful history since becoming a hotel in 1925, but following poor developments, multiple owners and a period of administration, the once landmark destination had fallen out of favour with both local residents and tourists alike.
Putting a recovery plan in place
After being bought out of administration and following substantial investment, it was time to rebuild Chateau Impney’s reputation and re-establish it as a luxurious and aspirational destination. Mighty was appointed to relaunch the business and played an instrumental part in helping its investors make the venue profitable once again.
After in-depth discussions with the owners, we developed an all-encompassing marketing plan. We started off by refining and modernising the brand that was already in place, developing a new and more modern tone of voice.
We then undertook a photographic programme. Working with a leading hotels photographer, we worked with the general manager to capture beautiful interior and exterior photography that would form the core of all marketing collateral. We also shot the extensive conferencing and exhibition facilities on-site, as well as working with the executive chef to shoot the hotel’s food offering.
We then turned our attention to the venue’s website. This was a big task, given the sheer amount of aspects to the hotel’s offering. We developed a bespoke, responsive website, which was intelligently designed to showcase all the elements of this multi-faceted business.
As well as developing an intricate search facility that allows users to compare different event and exhibition spaces, we also developed packages and offers functionality that ensured each item switched itself off once a deal expired.
Building back a renowned reputation
We managed all the Chateau's social media channels and developed a proactive community, driving a 500% increase in Facebook followers and creating a strong protocol for customer service.
Posters, flyers, ads and even signage also fell under our remit. We oversaw the production of bespoke monolithic back-lit exterior signs, which were designed to be moved when motorsport events take place in the grounds.
We handled all the PR for the property as well, coordinating media relations nationally, regionally and in the trade media, including the exhibition, meetings and hotelier press, and securing the Chateau's inclusion in The Times' Cool Hotel Guide.
The Mighty team also played a significant part in helping to establish the venue’s live-event business, developing individual identities for a myriad of events that took place. This included the launch of a large-scale comedy night, featuring big-name comedians such as Katherine Ryan, Jason Byrne and Hal Cruttenden. The Impney Comedy Night quickly became one of the biggest nights of its type in the region, thanks to social media advertising campaigns and focused media relation campaigns in regional press.
Finally, with both a fairytale look and plenty of space, it made perfect sense to establish Chateau Impney as a luxury wedding venue. We oversaw wedding themed photoshoots, produced elegant brochures and package inserts for brides-to-be, placed the venue in both local and national wedding publications, and researched major wedding directories to boost the Chateau’s SEO in key areas.