Adrian Awards 2017
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Entry Title
GLH Amba 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?
• Differentiate from competition • Increase brand recognition • Easy reservation to increase revenue • Modern and user-friendly, intuitive, clean and appealing layout
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The hotels’ main audiences are both business and leisure travellers, who enjoy a relaxing stay in an excellent location in central London. Whether they are a business traveller or a family on holiday, each guest is looking for a hotel experience that allows them to refresh and recharge so that they can get the most out of their trip.
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 of this site is modern, bold and simple allowing users to easily navigate and engage in the hotel experience. Taking into consideration the feedback from the client, we came up with the idea of providing them with a well-structured responsive website packed with in-depth content about their exceptional services, conference venues, exclusive offers, and some of the top London attractions. Key elements such as the main navigation and the booking mask are strategically positioned without interfering with other elements. Both are fixed when scrolling to enhance usability. The booking mask is bold and prominent, enabling a more user-friendly booking experience. All information about the rooms and offers is clear and concise, enabling a simple and easy customer buying experience.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The primary focus of the website was to create a stronger online presence by establishing a stronger online identity for the group, clearly communicating luxury and elegance, whilst using latest web trends and technology to strategically engage guests who are used to only the very best.
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.
During the 4 months following the launch of the new Amba Hotels' site, the revenue of the site increased 7%, the number of transactions grew 4% and the AOV 2.5%. If we look at year over year comparison after the site launch, the general revenue of the site grows by 36% reaching £2,696K and the number of transactions increases by 52%. This means that the path to conversion becomes easier with the new website and more users end up making a reservation.
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: £908.28 Revenue SLD: £2,010,030.87
Entry Award:
Bronze