Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Our Key Benefits & Desired Outcome Were: • Increase email open rates, social media engagement and performance of digital media • Drive engagement, bookings and revenue • Richer, more targeted communication • Dynamic, personalised content • Regionally relevant content, i.e. regional holidays • Themed story-telling, highly visual • Sells the experience, not just a rate
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our properties are located across the globe and thus our target audience is very diverse from location of residence to age and demographics. Through our campaigns, we can target each guest with dynamic and personalised content based on their country of residence and on what we know about them from the data in our CRM platform. As an example, in our February eNewsletter, we created content to reflect Chinese New Year, making the content regionally relevant.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Before launching our monthly themes, we reviewed and analysed our previous years’ email metrics and content as well as our campaign performance to get a better understanding of what really resonated with our guests. Based on these findings we came up with our 2019 content strategy, which revolves around themes to showcase our property experiences. Utilising the Cendyn CRM system and Sitecore CMS that powers our emails and websites respectively, we created experiential, dynamic, targeted and personalised content to better engage with our customers and ultimately convert them to bookers.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The experiential themes guided our content strategy with each month’s different topic aligning marketing content across all departments and channels. The content included immersive videos, beautiful photography and engaging content that helped to differentiate our brands and properties against our competitors. The themes were tied into each month’s campaigns, eNewsletters, social media and digital media. These channels then linked back to landing pages on our website where we had comprehensive and engaging content. Our themes for Anantara were: - Travel Inspiration - Romance - Wellness - Nature / Earth Day - Summer - Family - Culinary - Culture - Adventure - Bucket list - Holidays - Holidays & New Year
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 content delivered was robust, engaging and personalised, thus encouraged our consumers to immerse themselves in the story and ultimately drove bookings, as shown in the results below: - Emails sent increased by 20% due to personalised and dynamic content - Total room revenue increased by 8% - Total bookings increased by 13% - Our email database increased by 41%
Entry Title
Theme Based, Dynamic and Targeted Communications
Division
Digital Marketing
Sub-category
Digital Marketing Series
Category
E-mail Series
Classification
Entry Award:
Bronze