Case Study: Integrated Marketing

CASE STUDY:

INTEGRATED DIGITAL MARKETING

Presented by Red Lion Hotels CorporationSeptember 29th, 2014

Situation

RLHC wanted to improve its digital marketing performance over previous years. By opting to advertise its seasonal promotions through an integrated multi-channel digital marketing campaign, they improved consumer awareness and one-to-one marketing while achieving impressive performance results.

Opportunity

Capture longer length of stay during summer travel season, incent for repeat business by year-end, and grow brand awareness through national campaigns and one-to-one marketing.

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Solution

Launch a multi-channel integrated campaign with behavioral rewards for longer stays, return visits and email capture. 

Campaign included paid search, natural search, display advertising, retargeting, email announcements and social media including Facebook, Twitter and Instagram using #RediscoveRED. All digital advertising directed travelers to a custom mini-site promoting Red Lion hotels and destinations using a travel blog and Instagram photo contest. Website merchandising included offer messaging and consistent design to ensure single look and feel across all consumer touch points. Campaign goals were to increase bookings and length of stay, grow awareness while decreasing COS, incent repeat stays by year-end and engage one-to-one relationship marketing.

Results

Given the same budget, the campaign duration was 8 weeks, 4 less than previous year. Performance results over previous year improved RevPar, ADR and occupancy: Bookings up 213% Room nights up 179% Revenue up 164%