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Warner Leisure & BBC

'Strictly' Marketing Campaign

Glitz, glamour, dining, dancers and prancers – it couldn’t be anything but Strictly Come Dancing Experience Breaks in conjunction with Warner Hotels could it?

At Halo we’re big Strictly fans so imagine our delight when we got a call from the BBC and Warner Leisure with a design brief for their Strictly Come Dancing Experience Weekend Breaks…

Warner Leisure and the BBC teamed up to run a number of experience breaks throughout the summer months with Warner’s stunning four star hotels acting as the perfect backdrop for guests to come, dine and dance the weekend away with coaching from their favourite professional dancers from the show culminating in a mini Strictly Come Dancing competition.

Strictly normally runs when the winter dark nights close in allowing viewers to get cosy and soak up the glitz and glamour of the celebrity dancers. Our challenge was to create a concept that would capture this glamour, reflect the beauty of Warner and sell these weekend breaks in the winter for the following spring. Therefore, attaining full sell out for the weekend breaks during the show’s running time was crucial to run off the thrill and surrounding media attention of the show.

Our brief was to create a three-tier marketing campaign to sell each of the six weekends across national print advertising, brochures, mail-outs, national press and online on the Warner Leisure site.

To achieve this we needed visuals – this meant full design and co-ordination of a photo shoot at the stunning Cricket St Thomas Hall. Our Halo team rose to the challenge to organise and style all of the dancers and guest judge Craig Revel Horwood and brought them together for three days of shooting.

Working closely with all parties on the tone of voice and visuals we created a tantalising yet consistent spread of ideas to draw people in and make them aspire to having their own Strictly Come Dancing luxury experience alongside star dancers of the show. Highlighting not only the dancing lessons and competition side of things but equally promoting the excellence of the Warner Experience Breaks – fine dining, spa treatments, total relaxation and fun. Everything a true weekend break should be… and yes they successfully sold out straight away. Job well done.