Benoit Marketing

Background: The Goodstone Inn & Estate is located on 265 acres of rolling Piedmont hills, 3 miles from the town of Middleburg, Virginia. It can accommodate up to 40 people for small meetings, retreats and executive events.

Challenge: Increase corporate business and occupancy during off peak times, especially Sunday-Thursday, focusing on the Dulles Airport area and the local Washington, DC market. Due to its small size, we positioned the Inn as a unique property with valuable amenities offering luxury accommodations.

Results: The group business had increased, but slower than anticipated, due to economic challenges. The Inn has limited meeting space and therefore the market is even smaller.

“We’re delighted with Benoit Associates’ creative work and strategy. We’re in total agreement with the strategy they have developed for us.” General Manager, The Goodstone Inn & Estate

Solutions:

• Developed a high end sales package including special pricing based on using the Manor House and

Meeting Rack Card

unique venues for events. Rack cards inserted in the mail brochure are part of that package.

• Developed a PR campaign promoting meeting packages, special events and weddings. Earned media in Meetings South, Corporate Leader and travelandleisure.com. To see complete media coverage, go to Media Center. View Goodstone’s Media Center, showing Press Releases and Press Coverage.

• Organized a direct mail campaign to Washington, DC/Dulles area associations, lawyers and companies promoting holiday parties and end of the year business meetings.