Adrian Awards 2019
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
The main goals of this campaign were to drive room revenue and increase brand awareness of Heritage & CityLife Hotels’ destinations across New Zealand, to families in New Zealand. There was also an opportunity to provide incentives for families to book during the School Holidays.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
• Families in New Zealand/Australia with school-aged children. • Household income greater than $100k. • A lean towards females (mothers) as the primary travel booker, but the decision is often joint between male and female.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
School Holidays campaigns were originally created to maximize direct bookings, to drive room revenue and occupancy over the hotel’s needs periods of the School Holidays with a main focus on the segments of Domestic Leisure and International Leisure (Free Independent Travelers – FIT) from Australia or already travelling inside New Zealand. With that in mind, the team put together offers and brand-level campaigns to drive bookings across properties. Campaign initiatives included: • Google and Bing SEM • GDN Banners • Facebook CPC • Instagram CPC • Email • Organic Social Media • Custom Landing Page
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key message is to encourage families to book their holiday stays at a Heritage Hotel. To make the campaign stand out, they ran a brand-level promotion to entice people to book direct on the hotel website. See the details below: - Loyalty Member Promotion: Heritage Rewards, Stay & Save 15% (vs. public 10% off) - Brand-level Promotion: Book & Win Competition to win back your school holiday trip. Up to $1,000 back to a family who books a School Holiday package within the campaign period, directly online through the Heritage Hotels website.
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 custom School Holidays landing page received 1,872 page views from 1,338 unique visitors during 1,471 visits. The landing page had a bounce rate of 44%, compared to a 60% bounce rate from last year’s School Holidays landing page on the previous Heritage Hotels website. This page had a 22% bookings initiated rate, compared to a 37% bookings initiated rate for the entire website during the same time period . Total campaign production: - REVENUE: $443,935 NZD - BOOKINGS: 859 - NIGHTS: 1,602
Entry Title
Heritage Hotels School Holiday Campaign
Digital Marketing
Digital Campaign
Integrated Market Campaign for Consumers (B2C)
Entry Award: