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Case Studies of Advertising and Marketing for the Hospitality Industry

Case Studies of Advertising and Marketing for the Hospitality Industry

Out Of Home

We made optimal use of the building’s location in the heavily touristed Magnificent Mile.

360 Chicago ad on bus shelter360 Chicago, formerly known as the John Hancock Observatory, has been reimagined, renovated, and renamed. Our objectives were to raise awareness of the new name and to draw walk-ins to the updated space. We placed signage on bus shelters and other street furniture within walking distance of the John Hancock, thus making optimal use of the building’s location in the heavily touristed Magnificent Mile.

 

Case Studies of Advertising and Marketing for the Hospitality Industry

Rapid-transit platform

We leveraged downtown professionals’ regular commute patterns to our advantage.

Hotel Felix ad on CTA train platform signageThe Hotel Felix is an upscale boutique hotel that opened in a vibrant area close to downtown Chicago. We were able to leverage affluent professionals’ regular commute patterns to our advantage by targeting specific rapid-transit platforms for advertising.

Case Studies of Advertising and Marketing for the Hospitality Industry

Broadcast media

We captured two disparate groups through commercial ads during morning news programs

Grand Geneva TV commercialThe Grand Geneva Resort & Spa is a resort located under two hours from Chicago, with a target clientele of couples and families alike looking for a weekend getaway. By running a commercial schedule on television networks during morning news broadcasts, we captured these two disparate groups.

Case Studies of Advertising and Marketing for the Hospitality Industry

Radio

We achieved our objective through sportsradio ads incorporating a strong promotional element.

Geneva National Resort & Club has always been one of the premier golf destinations in the Midwest. Our objective was to remind avid golfers in the Chicago area that the best courses in the Midwest are just a couple hours away. We achieved this through radio commercials incorporating a strong promotional element on a popular sportsradio station.

Case Studies of Advertising and Marketing for the Hospitality Industry

Direct Mail

Target customers loved our mailings and the hotel landed four confirmed meeting bookings.

Marriott Naperville direct mailThe full-service, upscale Chicago Marriott Naperville was built on the former site of a languishing mid-level hotel. Our objective was to alert local business influencers to the new hotel and to keep it top-of-mind for meetings. We implemented a three-tier direct mail initiative incorporating clever and useful premium items. Target customers loved the items—several actually called the hotel to express their thanks—and the hotel landed four confirmed meeting bookings.

Case Studies of Advertising and Marketing for the Hospitality Industry

Internet

Our strategy for transient bookings earned a 5:1 ROI on digital advertising spending.

Winter at Boyne Mountain Resort is all about the best skiing in Michigan. The resort draws largely from within the state of Michigan, so our goal was to drive visitors to the website to purchase lodging and/or lift tickets. We accomplished this using a variety of content- and geo-targeted digital platforms to saturate the marketplace. As a result of this campaign, Boyne Mountain earned a 5:1 ROI across all digital advertising spending.

Boyne Mountain OnTheSnow banner ad

Case Studies of Advertising and Marketing for the Hospitality Industry

Mobile advertising

Our hyper-local ads made over four million impressions and resulted in over 15,000 clicks—five times the industry average.

AvBay in-app ad screen grabAvalanche Bay wanted to make sure that families visiting the area did not miss experiencing Michigan's largest indoor waterpark—whether they were staying on-property at Boyne Mountain Resort or another hotel in the area. Our solution was to go hyper-local: We placed promotional banner ads within targeted apps on mobile phones within a couple hours' drive of the waterpark. The ads generated over four million impressions, 15,000 clicks, and nearly 1,500 verified walk-ins.

Case Studies of Advertising and Marketing for the Hospitality Industry

E-Mail Marketing

We used data on individuals and industry subcategories to target a campaign that achieved a CPC of half the industry benchmark.

New Orleans Marriott e-mail adThe New Orleans Marriott is located less than a mile from one of the most popular convention centers in the nation. Our objective was to reach meeting planners in New Orleans and nationwide feeder markets. We used individual planners’ booking habits and data on industry subcategories to send out a dedicated third-party email blast featuring an iPad giveaway. As a result of this campaign, fifty-five separate companies clicked through for more information, and we achieved a CPC of half the industry benchmark.

Case Studies of Advertising and Marketing for the Hospitality Industry

Search engine marketing

This resort saw fantastic ROI from their PPC advertising

The Summit at Snoqualmie has a short four month season while there's snow on the mountain. In order to maximize visibility in their key feeder markets, we instituted a highly targeted paid search campaign. As a result, The Summit saw a 21:1 ROI for the 2018 ski season on paid search spend.

 Snoqualmie PPC ad

Case Studies of Advertising and Marketing for the Hospitality Industry

Brand identity

We worked with leadership to help the resort find itself and turn some heads.

Eagle Ridge Resort brandingEagle Ridge Resort & Spa has been a Galena fixture for decades—which is its strength and its challenge. Despite its proximity to Chicago and its world-class golf courses, the resort had fallen off of the radar of meeting planners, golfers, wedding parties, and families. We worked with Eagle Ridge leadership to help the resort find its contemporary self, and then created the collateral needed to turn people’s heads.