Adrian Awards 2019
Click here for original picture.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
The hotel reached out to Milestone to create a new vanity website and to redefine its market positioning while aligning their pricing to better suit the market. Another goal was to drive more direct bookings at lower cost. The hotel wanted a friendly site that not only showcased the beauty of the property, but also highlighted things to do near the area. They wanted to create experiences for their guests and inspire travel. The hotel sought to design a new branded website with the latest mobile first design and new content, incorporating its boutique personality while attracting new domestic and overseas guests. The client also wanted to run well optimized keyword rich campaigns to create a unified, holistic marketing acquisition plan. Milestone worked with the client to create target user personas that were leveraged to understand user intent and demographics. The Milestone team relied heavily on the user personas and customer goals to create target goals.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The hotel target audience is made up of leisure and international travelers. The persona is a more refined guest that knows what they want. This 5-star hotel is a prime wedding and meeting destination. The dining outlets are award-winning and have played host to notable meetings over the years from politicians and journalists to visiting dignitaries and local personalities.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Milestone created a new custom website based on a mobile first design that is easy to navigate across all platforms. The new site highlights hotel amenities like their spa and health club, rooms, and extensive meeting, wedding and event venues. The website also highlights local experiences in Dublin, and locally curated events by using an integrated, dynamic events calendar. Milestone also added things to do pages on the website to drive top of funnel awareness and better highlighted their amenities by creating a dining page that spotlighted their outlets. We updated the style of the content to better reflect the new brand. Our strategy focused on short tail keywords such as luxury hotels in Dublin, Historic Dublin hotel, to tap into niche markets and drive new customers to the hotel. Milestone also incorporated frequently asked questions (FAQ’s) to give travelers a clear indication of what the hotel and the neighboring area had to offer, slowly creating local authority.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
A key objective was to proactively showcase the public areas and the lavishly appointed hotel rooms while communicating a feeling of coziness and great value for the location. The design speaks to the property and guest persona and showcases the flexible options provided via different buildings/zones of the property. We provided a new page to speak to team building and retreat group activities and features offered. The website design was a critical component, leveraging the fact that more than 60% of searches now happen on mobile devices. The new design focuses more on what the consumer will be able to do. Events, dining, and event and meeting pages were designed to drive leads including photo galleries and RFP forms. Overall, the messaging objective was two-fold: to establish the boutique nature of the hotel, and secondly to drive new audiences looking for a relaxing location in the heart of Ireland’s capital.
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.
confidential section.
Entry Title
The Shelbourne – An Autograph Collection Hotel (Marriott Branded)
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Web Site
Classification
Entry Award:
Bronze