Heritage Hotels Daydream Campaign - Integrated Digital Marketing
This was a strong brief in that end-to-end it had to be completely integrated and measureable from core search term through to actual conversion / sale. Given the hospitality sector being predominantly driven by keyword search, we created a digital campaign mechanism that allowed us to craft and populate those keywords that were most popular at any given time of year into the design (e.g. seasonal versions of the creative that were all linked to search terms online).
This allowed the material to remain current as well as being able to refine it if a particular term was less popular. Using paid search to connect our key terms, embedded meta data to support SEO rankings and supporting digital banner media we drove a considerable amount of traffic through to the campaign landing page. From there we embedded a unique URL within every location on the map so we could track ROI for each location (given each property contributed to the overall budget) as well as overall conversation / sales from this particular page through to the booking engine (or e-commerce platform in its more technical term).
This campaign was so successful in terms of financial results that it became their hero 'retail' look and feel and was later integrated into the brand guidelines as a completely new language / look and feel that was a little more emotive, fresh, and engaging. This was quite an accomplishment in itself given the brand is currently very formal, sophisticated and classic.
This digital marketing campaign was a finalist in the 2015 Marketing Awards.
This allowed the material to remain current as well as being able to refine it if a particular term was less popular. Using paid search to connect our key terms, embedded meta data to support SEO rankings and supporting digital banner media we drove a considerable amount of traffic through to the campaign landing page. From there we embedded a unique URL within every location on the map so we could track ROI for each location (given each property contributed to the overall budget) as well as overall conversation / sales from this particular page through to the booking engine (or e-commerce platform in its more technical term).
This campaign was so successful in terms of financial results that it became their hero 'retail' look and feel and was later integrated into the brand guidelines as a completely new language / look and feel that was a little more emotive, fresh, and engaging. This was quite an accomplishment in itself given the brand is currently very formal, sophisticated and classic.
This digital marketing campaign was a finalist in the 2015 Marketing Awards.
