Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our SO. MUCH. CHRISTMAS. integrated marketing campaign was developed to generate awareness, excitement and demand for Christmas at Gaylord Hotels in order to drive leisure room and ticket revenue across four Gaylord Hotels during November/December. Our marketing goals are measured via room night and ticket volume and revenue. Our KPIs are return measured through GRE and CTR as well as reach with impressions and website visits. Our approach to reach these goals include using a multi-channel marketing strategy to serve the right message to the right audience at the right time, optimizing online channels, identifying strategic tent pole dates and promotions, and utilizing strong local relationships with influencers, media and partners. Our focus is to concentrate on drive-market and demand-generation efforts through owned and earned channels plus paid and trade tactics, continually optimizing our spend toward high-performing channels. Our objectives included creating eye- and ear-catching messages that showcase our myriad of Christmas offerings to drive guests to the website, taking care to be mindful of and promote our new health & safety protocols. The goal was to execute an integrated campaign across paid, owned, earned, and trade tactics, including: - Custom TV spot - Custom radio spot - Print Ads - Organic and Paid Social - Paid Digital & Native Advertising - Public Relations - Outdoor Boards - Revamped brand, event, and ticketing websites - Email marketing - Affiliate marketing - Lower-funnel tactics including Cardlytics, Affiliate marketing, and OTAs
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
- We have succeeded in our goal of driving traffic to our website, as our YOY traffic has increased by 106% across the brand for a total of almost 1.5 million visits, even despite decreased travel and interest in travel during the current climate. - Our social campaigns generated a 1.37% CTR with over 62 million impressions and a GRE of $6.77. - Paid search has a high CTR of 23.35% with 900K impressions and GRE of $12.55 across the four hotels. - Press coverage across the brand includes more than 500 total stories/mentions and 226 million impressions.
Entry Title
Gaylord Hotels - SO MUCH CHRISTMAS (Christmas 2020)
Integrated Marketing Campaign - Integrated Marketing Campaign
Integrated Marketing Campaign
Entry Award: