Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The primary objective of the campaign was to capitalize on the heightened demand for travel during the spring break and summer seasons. Through a planned and data-driven integrated campaign, we aimed to target the entire spectrum of travelers, from initial inspiration to the final booking stage. Our goal is to enhance the visibility of the brand’s properties, increase bookings, and ultimately boost revenue. Leveraging a multi-channel approach, we intended to deliver personalized content and offers to travelers, ensuring the brand remains top-of-mind throughout their booking journey.
To achieve these objectives, we deployed a data analytics framework to identify and segment our target audience effectively. Through strategic ad placements, email marketing, social media engagement, and search engine optimization, we engaged potential travelers at various touchpoints. Continuous performance tracking and A/B testing enabled us to optimize our campaign in real-time, ensuring maximum ROI. By maintaining a strong focus on data and leveraging insights to refine our approach, the campaign drove substantial bookings and revenue growth for the brand’s properties.
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)
Our integrated campaign successfully reached our target audience through multiple channels:
Linear TV Impressions: We achieved 109,400,000 impressions, effectively maximizing our reach among our target audience through traditional television advertising.
CTV: With 40,000,000 impressions, our Connected TV campaign contributed significantly to our campaign's digital reach, engaging potential travelers in the evolving landscape of streaming media.
YouTube: We garnered 128,000,000 impressions on YouTube, underscoring the platform's effectiveness in capturing the attention of travelers seeking spring and summer destinations.
Interactive Video: Our interactive video campaign generated 24,500,000 impressions, providing an engaging and immersive experience for our audience.
Display Impressions: We achieved 90,500,000 impressions through display advertising, ensuring that our message was visible to potential travelers across various websites and platforms.
Gaming: Our gaming campaign achieved 10,300,000 impressions, tapping into the gaming community's engagement during the spring and summer months.
Waze: Our Waze campaign resulted in 114,000,000 impressions, driving awareness and consideration among travelers on the go.
Interactive Display: We secured 71,500,000 impressions through interactive display ads, enhancing user engagement and interaction with our promotional content.
Social: Our social media efforts led to 107,900,000 impressions, showcasing the power of social platforms in influencing travelers' decisions.
The campaign’s impact was not limited to digital impressions alone. The campaign's effectiveness was further validated by monitoring foot traffic, which drove 1,027,321 incremental walk-in visitors to the brand’s properties. These results demonstrate the tangible success of our integrated campaign in increasing bookings and revenue, as intended, while highlighting our focus on data-driven strategies and the ability to meet and exceed our c
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?
The campaign generated significant revenue for the brand. While the exact revenue figure varies due to factors including booking patterns and regional variations, our campaign has demonstrated a strong return on investment (ROI) based on the substantial increase in foot traffic and the digital impressions achieved across various channels.
Entry Title
Best Western® Hotels & Resorts 2023 Spring & Summer Promo Campaigns
Division
Integrated Campaign - Business to Consumer