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?
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:
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
Entry Title
Hotel Jackson Fall Campaign
Division
Digital Marketing
Sub-category
Digital Marketing Series
Category
Web Ad Series
Classification
Entry Award:
Bronze