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Despite a recent €5 million refurbishment, the luxury property is seeing a decline in popularity AND revenue…
THE GRAND WALPOLE HOTELEst 1845….Has a problem
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• Ageing fast & declining in numbers
• Fond of impeccable service, elegance, croquet on the lawns, the odd game of bridge, a pedalo ride on the lake, and chef Jean-Claude’s famous Crêpes Suzette Flambé
• They love the hotel’s motto, “At the Grand, all your dreams come true”
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Luxury brands face demographicdisruption – target markets are evolving fast from maturing Baby Boomers (born 1946-1964) to Millennials (born 1980-2000). They’re seeking very different things from the traditional luxury customer…
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• Social media focus• Content driven by hand-picked
luxury influencers• Digital ads – web banner and
carousel, plus sponsor FB posts• Strong use of video• Cross-platform in luxury media –
print ad & advertorial• Also some less conventional
niche media, e.g. Vice• VRoom Service – VR media event • 6mths duration - Oct – Mar
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