Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Sonesta's multi-channel campaign employed a three-pronged media approach to enhance brand visibility, foster engagement, and drive bookings. The goal was to solidify Sonesta's position as an industry leader and establish a genuine connection with travelers. (Re)Introduce Sonesta: The campaign began by (re)introducing Sonesta through high-impact CTV (Connected TV) and Digital Out of Home advertising to provide a compelling introduction to the brand and enhance overall awareness. Purposeful Targeting: To increase brand recognition within key audience groups, including Curious Travelers, Business Travelers, Female Travelers, and Look-a-Likes to Current Customers, Sonesta utilized programmatic and social buying techniques, ensuring a purposeful targeting strategy. Increased Frequency: The campaign aimed to maintain Sonesta's presence by keeping the brand top-of-mind. This was achieved through retargeting of CTV viewers and utilizing scalable media solutions like Online Video, social media, and contextually relevant Display ads to sustain traveler interest. The overarching objective of the campaign was to generate awareness, stimulate interest, and drive future conversions, while also establishing a strong emotional connection with a diverse range of travelers. This connection was forged by showcasing Sonesta's values, unique offerings, and rich history, complemented by the relatable presence of renowned actress Judy Greer in the campaign. Judy Greer's inclusion mirrored Sonesta's journey towards recognition and resonance with its audience.
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. (for example, click through rates or ad equivalency)
The first two phases of the campaign, Famous Yet Nameless and Whisper, garnered a total of 69,301,305 PR impressions, including stories in AdWeek, Travel Weekly and Skift. The multi-prong paid media approach garnered more than 228.4M paid media impressions to date, with 335.2M planned through EOY. The FYN portion of the campaign increased brand awareness by +5.4%, brand favorability by +2.6% and Ad recall by +2.9%. (note: brand awareness, brand favorability and ad recall lifts are only available for FYN portion of the campaign at present). For FYN display banners, site visitation rate: 0.13% (above industry average of 0.08%). 57% of people who visited people who visited the site from the FYN portion of the campaign took an action on the site
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
We do not track ROI for this campaign since it was planned and purchased against awareness vs. conversion metrics and therefore does not drive significant attributable bookings.
Division
Integrated Campaign - Innovation