Hospitality Sales and Marketing Association International

RETURN TO LISTING

Adrian Awards 2019

Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?

This campaign was designed to increase ALOS, revenue, and bookings by travel agents amongst the partner hotels.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.

The campaign targeted travel agents who book for leisure travelers on Sabre and Amadeus.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?

An optimized campaign takes into account the workflow of a Travel Agent and captures their attention at exactly the right time. Historical booking behavior shows that reaching Agents at the Air availability search stage gives a significant advantage over properties competing for visibility on the Hotel screen. To achieve the objective, we placed ads on air availability search screens for LAX, Burbank, Long Beach, and Santa Ana airports. We also placed ads on hotel availability search screens for LAX. We also significantly narrowed Pseudo City Code targeting to include only agents who had a booking history within certain sub-markets of Los Angeles (Downtown and West Hollywood).

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?

Endless – Summer: Access exclusive rates for your clients when you book LAX. Book 3 nights, get the 4th night free

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

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.

Sixteen properties participated in the marketing campaign. The campaign generated $1.2M from agents booking the properties either for the first time or with an increase in revenue (YOY). The campaign generated 3710 room nights across the participating properties. The campaign generated a 68.8:1 ROAS.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

Entry Title

Los Angeles Tourism & Convention Board

Division

Digital Marketing

Sub-category

Digital Campaign