Adrian Awards 2017
image
Click on Image to Enlarge.
Entry Title
World Class Wild
Division
Digital Marketing
Category
Integrated Market Campaign for Consumers (B2C)
Sub-category
Digital Campaign
First Name
Sine
Last Name
Scott
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
To increase visibility for Fairmont and partners in Canada’s Pacific Northwest and be recognized as a world class gourmet destination. The specific campaign goals were to: - Generate awareness through impressions in key markets with paid/earned media - 8,000,000 Impressions - Drive visits to the World Class Web Hub – 20,000 web sessions and clicks to Fairmont & partner websites - Create video, photo and written stories that are discovered, savored and shared. Build engagement -25,000 video views and 10,000 social engagements - Increase YOY visits from key US feeder cities to Vancouver and Victoria. Drive 1,000 room nights and $400,000 in revenue for promoted package
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
We were looking to find an audience interested in authentic experiences and our goal was connect these potential travelers with the local culinary scene, from sophisticated gourmet experiences to authentic adventures with local purveyors. This campaign targeted an audience 30+ years in US cities with direct air access to Vancouver, Canada. This included New York City, Los Angeles, San Francisco, Seattle, Houston, Dallas and Chicago. The target interests were set to the luxury market and audiences interested in culinary and travel abroad and the campaign presented the West Coast of Canada as a destination that is close but still somewhat undiscovered.
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.
Through destination market research the timing was right for growth from the US market. Culinary seemed to be a connecting force between our hotels, local partners and guests. The creative was designed to be local, simple, authentic, fresh and relevant. We worked with chefs and mixologists to develop experiential packages and offered a menu of choices to guests. The packages ranged from retail with a simple dining credit to elaborate experiences such as a chef foraging for local ingredients and then having that prepared as a tasting menu for the guest. We created targeted programmatic display and search ads that started with broad targeting and creative, then tailored the content based on the users’ interests. Social marketing followed the same practice of lead generation followed by remarketing. In addition, targeted content was delivered on mobile by destination search, through emails,TripAdvisor, Open Table/Just Luxe and other content marketing platforms.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key message was “From Wild to World Class, Stay & Taste the Wild Flavors of Canada’s West Coast”. Working with local partners Fairmont curated experiences to invite guests to sample the fresh, local cuisine of Canada’s West Coast. A key differentiator was that guests were able to choose Mild / Medium or Hot to suit their interests, time and how “off the beaten path” they want to venture. Experiences were showcased through engaging video, social and display ads taking guests on a journey. Once a lead demonstrated interest, further communication was tailored and retargeted based on web behavior. Hive to Honey infused menus, Fork to Forage chef tours, cocktail labs and a scenic helicopter trip to seaside distilleries and farms were some of the itineraries. Multi destination journeys included travelling to Canada's North to try just-caught salmon, exploring first nations culture, an epic train journey to the Canadian Rockies, ziplining old growth forests followed by apres at Fairmont.
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.
- The campaign contributed to YOY increase in visits from key US feeder cities to Vancouver and Victoria. It drove over 1300 room nights for the specific package and close to $600,000 in revenue - Achieved over 16 Million paid/earned Impressions and the target was 8,000,000 Impressions. The cpm worked out to approximately $5 USD which is very competitive and the overall click through rate to the web hub was 0.29%, above industry average and not accounting for direct partner clicks - Over 44,000 sessions to the World Class Web Hub, the goal was 20,000 and 32,300 unique users. - A set of 180 photo and 7 video assets created with. Social engagement was over 15,000 and over 100,000 video views on Facebook & Youtube
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.
The total budget was $135,000 USD and the campaign was launched under budget for $120,000 and will be extended to reach budgeted spend. It was very successful and reached our primary goal of driving awareness and did so at a cost effective $5 CPM. We know that this campaign contributed to bookings that may have occurred outside of offer presented but the direct bookings for the package was $600,000 in revenue, a positive ROI of 5:1. While we don't have the exact numbers, this would also have resulted in incremental revenue and visits to the hotel restaurants, as well as bookings for our partners in the campaign.
Entry Award:
Bronze