Wedgewood Hotel – Boxing Day

What they needed.

January is the hardest month to sell in hospitality. The holiday spend is done, the urgency is gone, and most inboxes in the first week of the new year look like a clearance rack. Wedgewood Hotel & Spa, a AAA Five Diamond property in downtown Vancouver, needed a post-Christmas campaign to drive direct bookings. The challenge wasn't awareness. It was making a rate offer read as an opportunity rather than a sign that the rooms weren't moving.

What we built.

A single-purpose email with one job: get the offer on screen before the reader decides to scroll past. The $245 CAD direct rate for January sits in the first visible unit. The layout minimises scroll by design; the offer is on screen before the reader has scrolled an inch. Black and gold palette holds the Wedgewood register throughout. The offer lands and the register holds with it. The copy answered the questions before guests had to ask them. The layout became a template for future short-stay promotions.

What changed.

Direct bookings for January came in within 48 hours of send. Inbound inquiries stayed low, which is the real tell. When copy is clear enough, guests book; they only reach out when something isn't. The campaign structure was reused for subsequent seasonal promotions at the property.