Clean sweep for Grasmere hotel in major industry awards

Clean sweep for Grasmere hotel in major industry awards
The Daffodil Hotel & Spa

The Daffodil Hotel & Spa

A Lake District hotel celebrated the end of a challenging 2016 with a clean sweep in four national and regional industry awards.

The 4-in-a-row plaudits for The Daffodil Hotel & Spa were recognition of the hotel’s strong recovery from the effects of Storm Desmond last winter.

The hotel, which sits on the shores of Grasmere lake, only reopened in July after a seven-month refurbishment to its ground floor. In September – a full nine months after Storm Desmond – the finishing touch was the reopening of its award-winning spa.

The four separate awards were for the hotel’s overall re-launch campaign and the use of marketing and social media to keep in touch with their customers during the refurbishment.

Laura Wolstenholme and Vicky Bowe with awards and Daffodil at Home boxes

Laura Wolstenholme and Vicky Bowe with awards and Daffodil at Home boxes

The innovative ‘Daffodil at Home’ online campaign saw more than 1,000 boxes packed with Daffodil luxuries being sent to people across the UK to enjoy at home. As well as driving record numbers to the new website, the campaign generated thousands of pounds of advance bookings for the hotel when it reopened.

Judges at the 2016 UK Social Media Communications Awards were looking for companies that use online platforms in fresh and innovative ways. On presenting The Daffodil Hotel & Spa with the award for ‘Best Use of Social Media in a Crisis’, they said: “The campaign showed a clear insight with a very good execution and positive results. Visually, it was highly creative and delivered with the personal touch.”

In all four awards, The Daffodil Hotel & Spa was up against strong competition from bigger budget campaigns. Global brands such as Pepsi Max, Samsung and Unilever also picked up awards at the prestigious events.

Laura Wolstenholme, Head of Marketing & Sales at The Daffodil Hotel & Spa, said: “Marketing can sometimes be the last thing on people’s minds in a crisis but we knew how important it was to keep communicating with our customers and reward them for their support during our closure.  We also wanted to create a real buzz ahead of our re-opening to make sure guests couldn’t wait to come and stay with us again.

“In particular, we had a great response to the Daffodil at Home campaign with exceptional levels of engagement and encouraging messages from customers across social media channels. The awards are just the icing on the cake for such a hard-working team here at The Daffodil. When we look at where we were this time last year, we really feel immensely proud of how far we’ve come and couldn’t have done it without the fantastic support of our loyal customers.”

The full list of awards won by The Daffodil Hotel & Spa is as follows:

  • Best Tourism & Leisure Campaign – Northern Marketing Awards
  • Best Use of Social Media in a Crisis – UK Social Media Communications Awards
  • Best Use of Media – CN Business Awards
  • Best Crisis Management – The Drum Social Buzz Awards