Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
With “Gig-Tripping” being a significant trend in 2024, popularized by Taylor Swift’s Eras Tour, our team leveraged this very insight to capture new audiences and drive incremental revenue for our clients at Treehouse Hotels.
Treehouse Hotels (part of the SH Hotels & Resorts), is a collection of upscale hotels founded on the ideas that inspire a child to build a treehouse – adventure, independence, cozy spaces and crafty pieces.
With the flagship in London, United Kingdom, we wanted to capitalize on the increased demand during major events at Wembley Stadium, developing a targeted paid search strategy that would drive a minimum of +10% incremental revenue for the bustling property.
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)
To achieve this, our team developed targeted sitelinks to attract concert and sporting event audiences in search of hotels near Wembley Stadium.
We tracked high demand events, such as the Champions League Finals and Taylor Swift: Eras Tour that were planned at Wembley Stadium and targeted a 30-60 day window leading into those events with our tailored sitelinks.
Additionally, we worked with the hotel team to leverage a custom built Taylor Swift: Eras Tour offer to attract and resonate with those relevant audiences.
The results were phenomenal with our targeted sitelink strategy generating ?22k in additive revenue at a solid 22% conversion rate.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
In an effort to capitalize on tentpole moments and local demand generators, we were able to successfully drive ?22k in additive revenue for our clients at a 15:1 return on ad spend. We successfully achieved our goal with a +20% incremental lift in paid search revenue from these targeted ads.
Entry Title
Treehouse Hotels (SH Hotels and Resorts) Search Marketing Strategy
Division
Digital - Search Marketing Strategy