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?

The overall goal was to increase occupancy at Hotel Jackson during the fall shoulder season. We measured several ancillary goals as well, including: -Increased click-through rate for both PPC and Facebook ads -Increased revenue for fall reservations -Increased search impression share

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

Our target audience included consumers already searching for a trip to Jackson Hole, as well as consumers in the drive market for Jackson Hole- Boise, ID, Denver, CO, Salt Lake City, UT and Wyoming residents. We focused our message to those consumers who are interested in travel, wildlife, outdoor adventure, and national parks.

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

Using historical destination data, as well as currently occupancy trends, we were able to identify August- October as a critical need period for leisure travel. Based on booking data, we found that the average booking window started at about 60 days and gradually reduced throughout the fall months to 40 days. A combination of actual booking data, plus Google Analytics and Ads data allowed us to identify our top drive markets. Our drive markets are the largest level of visitors for fall travel. We used Facebook data and Google Ads data to identify key characteristics of our guests, such as age, income, and interests. We then used anecdotal data to determine what aspects of Jackson Hole to highlight in our fall messaging. We developed banner ads, PPC text ads and social ads across advertising channels including Google Search & Display, Facebook & Instagram, and Adara.

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

All of our ads promoted the wonder of the fall season in Jackson Hole. They boasted less crowds and more nature, warm days and cool nights, really touting the perfect mix of both spring and winter during a fall stay. Since Hotel Jackson is a luxury property, we also used lower rates for fall as a key message.

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.

Two metrics for measuring campaign effectiveness were increase in bookings made during the campaign and increase in bookings for “shoulder” months- August, September, October. 43% Increase in YOY bookings during campaign period (July 1- September 2) 28% Increase in YOY revenue during campaign period 21% of the increase in bookings and revenue can be directly attributed to digital media. The campaign also drove a lift in occupancy for the shoulder season: August- increase in room nights by 30% and bookings by 40% over last year September- pace* over last year is 128% October- pace* over last year is 237% *Pace of bookings is defined as stays on the books by today’s date this year versus the same day last year. 100% would be the same number of stays YOY. Ancillary metrics to measure campaign success included: Increased click-through rate for both PPC and Facebook ads- 53% increase in CTR for PPC, no change in Facebook CTR Increased revenue for fall reservations- 28% increase Increased

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

Hotel Jackson Fall Campaign

Division

Digital Marketing

Sub-category

Digital Marketing Series