Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Sonesta's business-to-consumer campaign seamlessly integrated both paid and organic strategies to effectively engage and captivate potential customers. Emphasizing Sonesta's unwavering brand values, diverse portfolio, and commitment to delivering exceptional guest experiences, the campaign, which encompasses both "Famous Yet Nameless" and "Whisper," aspires to leave a lasting impression in the minds of travelers.
Within the context of this overarching campaign strategy, Sonesta aimed to craft a personalized and relatable experience for consumers. By prominently showcasing the brand's warm and lighthearted ethos, the campaign sought to evoke a sense of comfort and familiarity. The concept of "Famous Yet Nameless" reinforced this idea, particularly with consumers who may not yet recognize the Sonesta name but appreciate the brand's promise of delivering exceptional experiences for all guests.
The "Whisper" campaign was rooted in the concept that the softer you speak, the closer people listen. Sonesta brought this concept to life by featuring travel and lifestyle influencers, including Hannah Ann Sluss, Mada Graviet, Luann Diez, Dayna Bolden, and Mary Ralph Lawson. This approach aimed to make the campaign more relatable, integrated, and appealing to a new audience. These influencers were showcased in the "Whisper" creative, gently whispering the Sonesta name in various executions across the diverse portfolio of brands and properties. This not only highlighted the brand's growth but also reinforced Sonesta as the best-kept secret in the hospitality industry. In July, Sonesta launched the second phase of the integrated brand campaign, "Whisper." Both "Famous Yet Nameless" and "Whisper" campaigns aligned with the cohesive strategy and goal of increasing awareness and reshaping the brand perception among consumers, as Sonesta continues its rapid growth and evolution to cater to the needs of all types of travelers, including business, leisure, and extended stay guests.
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 228.4 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 - Business to Consumer