Introduction

Seaham Hall, the luxury five-star spa resort, tasked Piqniq with developing a cross-channel media plan to showcase their Black Friday promotion, with up to 30% off gift cards.

Using the latest touchpoints and YouGov data, Piqniq identified two key audiences: frequent spa-goers and a those that spend heavily on gift-cards for presents. Additionally, we leveraged mobile data to analyse audience travel patterns, enabling a geographically focused approach. These insights informed not only the ATL planning but also the digital and social activity.

The campaign launched across various video formats, including linear TV and BVOD, complemented by targeted audio activity to ensure a multi-touchpoint reach.

Piqniq secured premium positioning, with multiple airings during “I’m A Celebrity.” – quite the contrast to Seaham Hall’s luxury setting! By focusing on peak day-parts and aligning Seaham Hall with premium content, we signaled quality and built trust through association.

As a result of the campaign, Seaham Hall exceeded their ambitious targets, achieving significant year-on-year sales growth and their best-ever Black Friday campaign.

Client Feedback

“We were thrilled to partner with Piqniq for our recent Black Friday campaign at Seaham Hall. Their expertise in delivering a seamless, multi-channel strategy helped us achieve outstanding results, driving gift voucher sales during this peak time. Piqniq’s creativity and strategic approach were invaluable, and we look forward to collaborating again in the future.”

Ross Grieve – Managing Director at Seaham Hall & Luxury Lodges