Adrian Awards 2017
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Entry Title
Crown Hotels
Division
Digital Marketing
Category
Web Site
Sub-category
Digital Single Item
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?
• Increase online reservations and engagement • Build up the Crown Hotels brand and sub-brands • Grow SEO ranking
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for Crown may vary depending on the brand. The audience profile includes successful, wealthy individuals who expect the best in life; design-sensitive leisure seekers looking for a heightened personal experience; and experience seekers looking for a great-value-for-money complete business and leisure experience.
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.
The design was intended to highlight the Crown brand identity and what it symbolizes, as well as showcasing the unique features of the services and individual hotels. The site exhibits a fresh and dynamic style of design that reaches a variety of users and allows for a browsing experience that is fluid and engaging at the same time. A combination of image and video in the background overlapped with dynamic yet organized content on scroll, gives a modern touch to the layout. In addition, the website also utilises social media feeds and interactive maps. Thus, along with the video and other elements, it has everything it needs to be engaging and user-friendly as well as fully responsive.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key message is that Crown offers to its guests a world of experiences with a sense of style and luxury. From accommodation to dining, events and other entertainment services, guests will find everything they are looking for here.
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.
After the first year alone, the new website has reached 70.7% more new users and has nearly doubled the number of visits to the site. More importantly though, the user engagement has increased to 2:47min, sessions per user has increased a 15% and the drop out percentage has decreased by nearly 10 percentage points (from 45,9% to 35,5%). Aside from these engagement metrics, the ecommerce conversion rate has grown by 12% and both the number of transactions and revenue more than doubled in comparison to the previous year. It is also interesting to note that 1 out of 3 transactions are done on a mobile device, showing how easy it is to make a reservation on mobile.
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.
• Average order value SLD: AUD 524.74 • Revenue SLD: AUD 51,594,849.16
Entry Award:
Gold