PR AND SALES REPRESENTATION IN CIS OF THE KOPISKI FARMSTEAD «BOGDARNYA»
The Kopiski farmstead «Bogdarnya» is a place of revival of the traditions of Russian manor culture and rural life. The hotel is part of the largest Agro-cultural tourist complex in Russia, located in the Vladimir region in the village of Krutovo, just 1.5 hours away by comfortable electric train from Moscow or 120 km along the new M-12 expressway.
There are many types of outdoor activities available to the guests of the manor – hiking along forest trails, picnics in nature, archery and air rifle shooting, quests for children. Own stable yard with a collection of horses of Russian breeds. Guests can also take the opportunity to take a sightseeing tour of one of the largest and most high-tech livestock farms in Russia – «Rozhdestvo».
There are many types of outdoor activities available to the guests of the manor – hiking along forest trails, picnics in nature, archery and air rifle shooting, quests for children. Own stable yard with a collection of horses of Russian breeds. Guests can also take the opportunity to take a sightseeing tour of one of the largest and most high-tech livestock farms in Russia – «Rozhdestvo».
BRIEF
In 2023, John and Nina Kopiski decided to gradually transfer the management of the family business to their children and rebrand it. The tourist block of the business was not financially efficient, and the product itself was packaged and popularized, which means it was not fully ready to be transferred to the management of the heirs. In May 2023, the Kopiski family turned to SEA Company again in order to update PR and marketing materials, conduct information campaigns and launch sales under a new name.
SOLUTION
After consultations with the Kopiski family, it was decided to start cooperation within two packages of services: «PR Representative» and «Hotel Sales Representative». Such an integrated approach allows us to simultaneously solve the tasks of changing the positioning in the information field of B2C and B2B audiences without compromising sales.
REALISATION
In the first month of cooperation, a new PR strategy was developed and approved, including updated PR positioning, legend, tone of the voice, key messages and all the analytics necessary to implement the strategy. An up-to-date sales strategy was also developed with a detailed market analysis and work plan.
In the process of implementing the approved PR strategy, SEA Company specialists created a new press base for the manor, updated marketing materials for the sales department and organized regular information coverage of the events of the hotel in the federal media, including inviting journalists with press visits.
The SEA Company sales department conducted an audit and reconfiguration of the personal account in Travelline, optimized the room stock (room categories were changed in accordance with generally accepted standards), developed a new pricing policy, connected key online sales channels, provided monthly pro-active sales, participation in industry exhibitions, and organized study trips for B2B partners.
In the process of implementing the approved PR strategy, SEA Company specialists created a new press base for the manor, updated marketing materials for the sales department and organized regular information coverage of the events of the hotel in the federal media, including inviting journalists with press visits.
The SEA Company sales department conducted an audit and reconfiguration of the personal account in Travelline, optimized the room stock (room categories were changed in accordance with generally accepted standards), developed a new pricing policy, connected key online sales channels, provided monthly pro-active sales, participation in industry exhibitions, and organized study trips for B2B partners.
RESULT
1
In July 2023 - February 2024, the number of bookings through online sales channels increased by 272%, and revenue by 411% compared to the same period of the previous year.
2
The ADR indicator in 2023 increased by 7.7% compared to 2022, and total revenue by 20.2%.
3
The monthly positive dynamics of profitability and utilization was ensured compared to the same periods in 2022, which made it possible to fully compensate for the negative results of the first half of 2023.
4
As a tool for achieving high performance indicators:
- presentations of the hotel were held for more than 160 new potential B2B clients;
- the manor's participation in 2 industry exhibitions has been ensured;
- organized 2 FAM trips for large corporate and MICE customers;
- publishing articles in the format of editorial reviews, articles and news in 32 federal media has been organized. The total AVE index for the reporting period amounted to 8,852,600 rubles, and the OTS reached 105,946,725 people.
PUBLICATIONS
DOES YOUR NEED HOTEL PROMOTION?
SEND A REQUEST FOR A FREE CONSULTATION!
SEND A REQUEST FOR A FREE CONSULTATION!
SHARE CASE IN SOCIAL NETWORKS
✆ +7 495 926 3602
✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
2013-2024 © SEA COMPANY | PR & SALES REPRESENTATIVE IN RUSSIA & CIS
Copying of material is permitted only with indication of an active direct link to the source.
Privacy policy
Copying of material is permitted only with indication of an active direct link to the source.
Privacy policy