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, before the scroll. Black and gold palette holds the Wedgewood register without softening the offer. The copy answered the questions before guests had to ask them: what's included, when it runs, how to book. The layout became the template for subsequent seasonal promotions at the property.

What changed.

37.9% open rate across 12,839 sends. Direct bookings arrived within 48 hours. $2,205 in tracked room revenue from 3 reservations. Inbound inquiries stayed low, when guests know exactly what they're booking, they book. They only reach out when something isn't clear. Data as of March 28, 2024.