Adrian Awards 2017
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Entry Title
Hotel Tybee Advocacy Campaign
Division
Digital Marketing
Category
Integrated Market Campaign for Consumers (B2C)
Sub-category
Digital Campaign
First Name
Jeff
Last Name
Weibel
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Hotel Tybee identified the following marketing goals and purpose for the implementation of the platform: Target and reach a new audience of travelers the perfect demographic for their unique property in an authentic and trusted way Be more competitive by lessening dependency on OTAs and other third parties Earn more revenue by capturing warm leads, and ultimately more direct bookings Amplify other marketing strategies—such as social media and the hotel website—with authentic, guest-created content Hotel Tybee chose Flip.to because it was built with the hotel’s marketing in mind. With Flip.to, the hotel has been able to attract an enormous new audience of travelers, while enhancing their brand with compelling, authentic guest stories.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Hotel Tybee, with it’s Southern charm and unique history, creates unique experiences that cater to the individuals and gives visitors a true sense of place. Hotel Tybee identified the friends and family of past guests — like-minded individuals one degree from the hotel with similar travel and purchasing habits—as the perfect targeted audience. The collective networks of their guests were large making the potential target audience massive. Flip.to has been key in driving and converting new guests, especially in the competitive Tybee Island area.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Hotel Tybee creates unique experiences that cater to the individual, giving visitors a true sense of place. The Flip.to platform uses advocacy to tap into these unique experiences, letting guests share everything from their excitement for an upcoming trip to the favorite moment of their stay with friends and family, tracking all traffic back to the hotel website. As guest networks are full of like-minded individuals often with similar tastes in travel, the platform was the perfect fit for this historic property seeking to reach the right guest. Tybee implemented the Flip.to platform to captivate and inspire the new audiences of global travelers worldwide reached through the introductions of their guests. Plus, the hotel was able to tell a richer story full of authentic guest experiences. The platform not only drove traffic and leads, but also captured hugely captivating guest content for the hotel to infuse into their online and other marketing efforts.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Guests capture the widest range of experiences and most candid insights into their hotel. With Flip.to, Hotel Tybee infuses these authentic stories and perspectives into their online experience. Thanks to advocacy, their guests drive their friends & family back to their site, drumming up a ton of activity and attention for their hotel. Even though the travel buying process doesn’t start at “Book Now,” this tends to be where most hotel marketing efforts are focused. In reality, the decision for travel starts well before guests are ready to book. In fact, the inspiration and research phases are primed for influencing the decision to travel. Fortunately for hotels, this is where they can be making a big impact. Instead of pushing someone who isn’t ready to book now, Hotel Tybee has changed up the conversation. They offer a light touch, let them unveil, and begin nurturing them down the path to becoming a future guest.
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.
898 guests advocated for Hotel Tybee from December 1, 2016 to June 30, 2017, reaching an audience of 1.8 million future travelers the perfect fit for the hotel. In fact, for every one advocate, 2,005 friends, family and colleagues were introduced to Hotel Tybee. This drove 188,344 unique visitors back to Hotel Tybee’s website—each from a captivating, authentic introduction to the hotel through made by a friend or family member. From this traffic, the hotel captured over 15,605 warm leads from those who claimed an offer on a future stay. Not only did this help the hotel grow their database of warm prospects to nurture down the path to becoming a future guest, but they saw direct revenue generation thanks to an additional 123 booked room nights directly attributed to the Flip.to advocacy campaign over the course of just 7 months.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Flip.to helped generate $24,600 in room night revenue during the scope of this advocacy campaign from December 1, 2016–June 30, 2017. This was calculated from 123 room nights at an ADR of $200. In addition, Flip.to generated a value of $282,516 in website visits (valued at $1.50 per visit) and $390,125 in warm leads (valued at $25 per lead.) After an investment of $2086, Hotel Tybee saw an ROI of 334x from the platform in from December 1, 2016–June 30, 2017. ROI was broken into these categories: Website Visits — 188,344 X $1.50=$282,516 (valued at $1.50) Warm Leads — 15,605 X $25=$390,125 (the lifetime value of a warm lead in Hotel Tybee’s database) Booked Room Nights —123 X $200= $24,600 (Hotel Tybee average daily rate) Total Return — $697,241 Total ROI — 334x
Entry Award:
Gold