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?
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:
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.
Entry Title
Los Angeles Tourism & Convention Board
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Integrated Market Campaign for GDS and Travel Agents (B2B)
Classification
Entry Award:
Bronze