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?
1. Drive consideration to book a room at an All Suites brand a. KPI: Click Through Rate (CTR) amongst our audiences of Extended Stay Travelers
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Extended Stay business and leisure travelers – people who have taken a 5+ night vacation or business trip in the past 12 months. Like most of us, they’re people that want a bit more room when they travel. They are also family oriented, value seekers and space seekers. Overall demographics are median Income: $75k+, Age Range 35-64, Married with Kids
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
We wanted digital banners that were hard hitting and got straight to our selling point: space while showing people what they could do with that space. For this, we had a unique need in terms of photography – it had to be striking, quick to the point, and visually appealing. We worked with a fantastic photographer, Winnie Au, to get ultra-saturated and colorful images in scenarios that spoke to our Extended Stay traveler set. Scenarios highlighted extended travel while also highlighting our brand amenities in a fun and cheeky way. Some of these include getting drinks with your co-workers at our managers reception, eating free hot breakfast with your partner as he steals a piece of bacon, snagging a bite of ice cream in our in-suite kitchen in your pajamas, and much more. The photoshoot for the banners was in January of 2019 and launched the next month in February.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
When every room is a suite there’s plenty of space to bring whatever you need on a trip - so BRING IT!
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.
All banner assets are running higher than benchmark. Homewood Suites specifically is performing at a CTR of 0.36% with our benchmark at 0.04%. Against our Extended Stay audience, the assets are performing strongly 9X higher than our CTR benchmark. Embassy Suites banner creative is driving a strong CTR of .40% against the benchmark of 0.04%. The banner ads on our media partner, Amobee, are also showcasing a 5.1% lift in Leisure consideration. Home2 Suites banner creative is driving a CTR of 0.341% which is also well above the benchmark of 0.04%.
Entry Title
Hilton All Suites - Digital Banners
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Web Ad
Classification
Entry Award:
Silver