UK: Serviced apartment operator Staycity has launched a €50,000 (£41,000) TV advertising campaign, which it claims is the first for the sector in the UK.
The campaign, which will run four times a year in the UK,
targets the company's core leisure market of couples, families and
groups, aged 16 to 54. The 30-second advert will be screened 128
times over the next four weeks on Sky UK's entertainment, news,
documentary, sports and music channels.
Staycity sales and marketing director Jason Delany said: "This advert will be a great brand building exercise for us as our sector had previously been very much under the radar but more recently has started to emerge into the mainstream," commented sales and marketing director Jason Delany. The advert aims to educate guests about the key advantages of a serviced apartment over a hotel room such as self-catering, additional space and flexibility with additional services such as 24-hour reception and complimentary WiFi adding further appeal. It also tells prospective customers which cities we operate in. Our aim would be to update the ads throughout the year as we open apartments in additional cities across Europe."
The TV campaign coincides with the Dublin-based company's 10th anniversary. Staycity was founded in March 2004 by CEO Tom Walsh and his brother Ger. The company's majority shareholding is held by the founders and management, while some 40 per cent is held by Irelandia, the investment vehicle of the Ryan family. The company has more than 1,000 apartments under management across Europe and is looking to expand rapidly over the next few years.
The advert can be viewed by clicking onto http://www.staycity.com/apartments/.
It's great to see a serviced apartment operator taking the plunge and investing in UK TV advertising, so hats off to Staycity. My one reservation about the clip is that although the words "serviced apartment" are featured under the company logo at the end, they aren't mentioned in the voiceover. I can't help feeling a great opportunity to educate the public about the sector has been missed.