Situation
The agency was engaged by The Leading Hotels of the World to develop and activate a new global campaign. The client outlined a clear objective – accelerate new guest acquisition and engagement with key segments to drive revenue for member hotels. The campaign would focus on direct to consumer, the further development of the Leaders Club loyalty program and the travel trade.
Audience

The target audience consists of affluent curious travelers. The majority of the audience resides in the Americas, Europe, and APAC.

Key Challenge

Educate “curious travelers” about the uncommon experiences that enrich every guest’s stay at The Leading Hotels of The World properties. Activate digital display efforts while integrating optimizations with all Marcom efforts. Increase bookings of LHW properties with a focus on reaching U.S. travelers (both domestic and internationally).

Key Insight

The audience of affluent and curious travelers craved story-worthy experiences. Unique experiences that could only come from independent and uncommon luxury hotels ….. the Storied Travels Await campaign was born.

Key Initiatives

The agency planned and developed a multi-channel media plan that included programmatic, native, custom content, email, print, and paid social in support of the Storied Travels Await Brand campaign.

Video



Print
Digital
Photography
Outcome

In addition to creating a campaign that reinvigorated the brand, and generated global assets including new photography and video, the results have been impressive. Efforts generated more than $2 million in attributable revenue, with in excess of 12,000 booking engine interactions. The approach to content resulted in more than 2.6 million social media impressions. And, metropolitan properties have seen a 100% increase in trackable revenue.

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