Adrian Awards 2018
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Situational Analysis
Fairmont Hotels & Resorts is a luxury hotel brand with a portfolio of over 75 properties around the globe. From the exotic savannahs of Africa and the sandy beaches of Hawaii, to the snow-capped Canadian Rockies, Fairmont Hotels & Resorts offers truly unique travel experiences in some of the world’s most extraordinary destinations. This summer, we launched our Fairmont Moments seasonal marketing campaign, designed to engage the travel community, increase loyalty and boost sales. As a part of this campaign, we wanted to integrate our new Members’ Rate (a special discount—up to 10% off—that’s combinable with our other offers in market), in addition to synergizing marketing efforts with our sister brands, Sofitel and Pullman. With these directives and the knowledge that demand for these unique travel experiences was on the rise, we launched our Fairmont Moments campaign.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Our overarching goal was to drive room night production in North and Central America between April 16 and August 31, 2018. We set the following measurable objectives: • 50,000 Bookings • 115,000 Room Nights • $15 Return on Ad Sales (ROAS) • 300 Million Impressions In addition, we also wanted to raise brand awareness within our core audience, through targeted social media advertising, email and display ads.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Fairmont is a luxury brand which cultivates an affluent demographic, driven by unique and extraordinary experiences. Our marketing tactics targeted Fairmont’s entire Global Database, plus potential guests whom we’re not able to directly communicate with, but could be reached through marketing channels such as display, search and dynamic ads for travel on Facebook and Instagram. Our media plan indicated that the campaign could generate an estimated 300 million impressions. In addition, our database allowed us to reach a large contingent of guests, whom we would contact through several phases of the campaign. We also planned to increase our ad spend on retargeting and prospecting with companies including Sojern, TripAdvisor and Oath. And for the first time, we partnered with the New York Times to deploy communications directly to their database. This allowed us to connect with an entirely new audience, with similar characteristics to existing Fairmont fans.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
Fairmont Moments was an integrated campaign with an array of strategic marketing tactics, including: emails, banners, video ads, paid search and dynamic ads for travel on Facebook and Instagram. We segmented the campaign into three phases: The first phase was a pre-sale, exclusively available to members of our loyalty program. For the second phase, we employed a compelling “Stay Longer. Save More.” escalating discount, designed to reward guests for extending their stays. And for the third phase, we switched to our “Time Well Spent” flat discount of up to 25% off. We paired these with our new Members’ Rate, offering an additional discount of up to 10% off for bookings made through our brand channels by loyalty members. This was a strategic decision to win a greater share of bookings from third party sites. Customer insights and marketing analytics were used to determine the forecasting, travel trends, target profiles, media strategy and the timing of deployments.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
This campaign revolved around the fact that special moments that our guests experience during their stays become life long memories which they take home. To bring these memorable moments to life, beautiful lifestyle imagery was augmented to include ‘time stamps’ that placed the audience in the moments depicted. For example, an image of a smiling couple overlooking a beautiful cityscape was accompanied by: “7:34 PM The moment the view changed your view.” The purpose of the time stamp was to give the moments an authentic feel. And, by using the pronoun ‘you’, we encouraged our audience to picture themselves in the moment. This messaging was aligned through all elements of the campaign and coupled with our compelling “Stay Longer. Save More.” and “Time Well Spent” offers, along with our new Members’ Rate. In addition, #FairmontMoments are woven in to all of our social content. We encourage guests to share their stories on our blog, fairmontmoments.com, and on our social media channels
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.
The campaign was a huge success, surpassing all of our expectations and goals. In the North and Central America Region, which accounts for 84% of revenue production, we: • Exceeded our booking goal by 18% • Exceeded our room nights goal by 26% • Exceeded our ROAS target by 10% with an ROAS of 16.47 • *While the campaign runs until end the end of August, we had already exceeded our goals by July 31, 2018 In addition we generated massive brand awareness through our digital campaign tactics. The results (as of July 31, 2018) speak for themselves: • 1,000+ Bookings generated via Email • 36% Open Rate on our New York Times Email • 23K+ Visits through Paid Search • 309 million Display Ad Impressions • 12 million impressions via Facebook • 125K+ Video views (launched August 1, results as of August 14)
Entry Title
Fairmont Moments
Division
Integrated Marketing Campaign
Sub-category
Integrated Marketing Campaign
Category
Integrated Marketing Campaign
Classification
Entry Award:
Gold