Adrian Awards 2017
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Entry Title
Joie de Vivre Hotels 2017 'Sip of Summer' Campaign
Division
Integrated Marketing Campaign
Category
Integrated Marketing Campaign
Sub-category
Integrated Marketing Campaign
First Name
Katie
Last Name
Johnson
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Joie de Vivre’s marketing objectives were to 1) Develop a distinctive summer campaign for Joie de Vivre Hotels that reinforces the creative, playful identity of the brand and engages customers; 2) Celebrate Joie de Vivre’s 30th anniversary and create brand awareness around this brand milestone; 3) Drive transient guest revenue through Q2-Q3 2017; 4) Encourage longer lengths of stay and additional revenue through ancillary outlets; 5) Generate colorful and varied summer spritz imagery to leverage across the brand and property social profiles; and 6) Amplify the summer campaign through dynamic video content that brings to life our hotel neighborhoods, namely, New York City, where the brand had recently debuted with the opening of Hotel 50 Bowery in Chinatown.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Joie de Vivre’s 2017 “Sip of Summer” campaign was a fully integrated campaign and, because of that, we targeted different key audiences based in the United States. We aspired to connect and resonate with millennials, young-at-heart travelers, loyal brand fans and cocktail enthusiast through our 30th anniversary message, spirited, culturally diverse imagery, on-trend summer spritzes, and experiential video marketing. Below are the top 3 mosaics/guest profiles targeted for JDV’s summer campaign: • American Royalty: Wealthy, influential and successful couples and families living in prestigious suburbs. 51-65 years old. • Silver Sophisticates: Mature, upscale couples and singles in suburban homes. 66-75 years old. • Urban Edge: Younger, up-and-coming singles living big city lifestyles located within top CBSA (Core-Based Statistical Areas) markets. 25-30 years old.
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 Joie de Vivre Hotels team reviewed the previous years’ summer campaigns; discussed what offers were successful and what offers didn’t work; consulted with the brand’s digital agency of record on stay dates and book dates, and on what Joie de Vivre’s competitors were offering for the Summer season. The team also engaged a travel intelligence platform, which provided research on customer data such as when people were booking flights, searching patterns, loyalty data, and additional revenue opportunities around vacation searches. Lastly, the team brainstormed with the brand's Director of National Bars for an of-the-moment beverage offering that screamed summer and allowed the hotels creative freedom and operational ease.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key message for Joie de Vivre’s “Sip of Summer” campaign was to celebrate the brand’s 30th anniversary by staying at a Joie de Vivre property and receiving celebratory rates of up to 30% off, along with complimentary Summer Spritzes. Desirous of a creative angle to differentiate the offer from transactional discount-driven promotions, the campaign’s offer of up to 30% off Best Available Rates, plus two complimentary Summer Spritzes is what set it apart from the competition. Customers were invited to “Make a toast to the good life with up to 30% off rates to salute Joie de Vivre Hotels’ 30th year,” while also enjoying complimentary “sipping hours” across our hotels, featuring their respective twist on the summer spritz. The campaign was fully integrated with digital marketing, social media, public relations, and operational components.
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.
Joie de Vivre’s 2017 “Sip of Summer” campaign exceeded the 2016 same time period revenue, which was a primary goal of this initiative. Each functional discipline and channel promoted this fully integrated campaign, resulting in a strong, positive ROI. The campaign ended with an overall ROI of $124:1, with a total of 8,404 room nights booked, which resulted in a grand total of $2,463,953 in Total Net Revenue ($2,093,907 Direct + $370,046 Attributed). A total of 1,060,842 guests received email communications from the campaign and the three (3) emails sent over the campaign period had an average open rate of 17.79%. PR outreach efforts surrounding the campaign resulted in more than 5 million media impressions, while our social media contest increased brand Facebook likes by 18% and grew Instagram follows by 7%.
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.
a) The total budget vs. the total cost remained flat at the end of Joie de Vivre's 2017 Summer campaign. b) The 2017 Joie de Vivre Hotels Summer campaign generated a total net revenue of $2,463,953 ($2,093,907 Direct + $370,046 Attributed). c) Overall, the 2017 Summer campaign produced a $124:1 ROI. The campaign incurred a cost of $19,786 and produced $2,463,953 in total net revenue, resulting in a $124:1 ROI.
Entry Award:
Bronze