Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Annually, the marketing and communications team collaborates with operations to build a theme for the Festive Holiday time period. Every holiday season our goal is to bring the whole family together with carefully curated experiences and activities for every member. From kite-flying for kids, off-road adventures for teens, to tequila tastings for grownups, at Waldorf Astoria Los Cabos Pedregal every wish come true. With this ongoing campaign our main objectives are to increase brand awareness and revenue through specific strategies targeted for every stage of the marketing funnel. From a strong social media presence, a specific landing page dedicated to our holiday offer, email campaigns, and content marketing to SEO and PPC campaigns, our goal is to build a 360 campaign that would resonate with our guests while matching our desired results.
This campaign is still running, so in addition to the strategies mentioned above, media outreach, influencer PR, and strategic pitching are crucial to the ongoing tactics.
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)
This year, we decided to go live with this program earlier than 2022, which means that since July, we already had live on our websites the holiday offer in addition to an entry on our journal inviting clients to choose Los Cabos as their home for the holidays. Although it is too early to share
results or metrics, we have noticed an increase in our web site traffic, +59% more sessions YOY which represents a great opportunity and a perfect timing to highlight our holiday offer. Impressions and clicks have also increased by +10% and +36% respectively, with a good CTR of 7.2%, an improvement of +23% compared to the previous year. Also, we are 7% ahead of our festive pace.
Accompanied by a robust analysis of our target market’s preferences and behaviors, we are working and about to launch our digital marketing campaign which encloses digital paid media: PPC, display and social ads, email campaigns for Luxury Travel advisors and previous guests, in addition to organic efforts for social media such as reels, posts, highlights, event creations and Linked In articles. Also, media outreach and influencer PR will play an important role in this campaign.
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?
Festive season is a significant portion of our annual success with an estimated revenue value of over $4,000,000 USD for dates around the December holidays.
Entry Title
Waldorf Astoria Pedregal - Holiday Campaign
Division
Integrated Campaign - Content Marketing