Adrian Awards 2017
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Entry Title
Hilton T5
Division
Digital Marketing
Category
Integrated Market Campaign for GDS and Travel Agents (B2B)
Sub-category
Digital Campaign
First Name
Sharon
Last Name
Fulton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
This campaign was an annual sustained 12 month plan to work on consistently growing GDS market share all year round. quick 3-month campaign designed as test to see if GDS Advertising could successfully raise ADR. The campaign was planned from September 2016 to August 2017 on 3 GDS platforms (Amadeus, Galileo and Sabre), ensuring maximum reach across the big GDS’s.
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 high-end business and leisure travelers.
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.
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 booking stage gives the hotel a significant advantage over properties competing for visibility on the Hotel screen. To achieve the objectives of The Hilton Terminal 5, we ran advertising on 3 GDS platforms to ensure maximum reach – and geographical spread. We wanted to target most agents actively selling into London Heathrow without limiting our audience. We also significantly narrowed Pseudo City Code targeting to include only areas around Heathrow – and agents who book at ‘the right rate’.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Our message was annual. We advertised the location of the hotel, how easy it is to get from the hotel to the airport and into London.
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.
In addition to a 14% increase in revenue YTD, the property saw enormous, double-digit return on room nights and revenue booked over the campaign period. They also saw an increase in business from 232 new Travel Agencies, and many many Agencies already booking with the property.
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.
Total Revenue from Campaign: 279,177 Euros Campaign Investment: 51,358 Euros
Entry Award:
Silver