Hastings Hotels used a tactical strategy of direct response email marketing to increase room occupancy and turnover, at a time when the majority of its marketing budget was invested in an extensive rebranding project and when the growth in the number of visitors to Northern Ireland was struggling to keep up with the growth in the number of hotel rooms. This two-year campaign overcame obstacles such as low budget and increased competition to generate a four-fold return on advertising investment and a profit of £115,249 for Hastings Hotels by December 2006, all from an expenditure of only £27,160