Objective:  In cooperation with a university, to generate hotel business among parents of students.

Strategy and Execution:
The target audience was 1600 sets of parents whose children were incoming freshman or transfer students to the area's major university.  To tie-in with the school's mascot, The Eagle Club was formed, and letters with gold-colored membership cards were sent to parents. The letter spelled out the advantages of staying at the client's property and included special discounts. Upon arrival, guests were shown to their rooms where they found VIP gift baskets containing an imprinted coffee mug, key chain, area map and snacks. There was also a t-shirt bearing the logos of the school and the hotel, and a welcoming letter. A brief questionnaire on the promotion and the accommodations was provided for the parents.

Results:
"All of our goals and expectations have been surpassed," the hotel reported.  The objective for the first month, during orientation/registration visits, was $20,000 in room revenues. Into the promotion, room revenues of $85,000 had been generated.