Digital Marketing Campaign
Jun 24, 2015
Digital Marketing Campaign
“Go Tropical with Holiday Inn Express Bahamas”
Graphics
1. Increase awareness of the new Holiday Inn Express Bahamas Resort.
2. Increase the room occupancy level at the resort.
3. Gain Twitter followers, Facebook Likes, and page views on their website.
4. Acquire customers from the competition, Atlantis Bahamas Resort
5. Overall increase sales and ROI.
Objectives
Holiday Inn Express Resorts Bahamas
Target Audience
Families who like to travel
Couples who want a tropical getaway
Women ages 25-54 are the primary target.
In particular, mothers and wives/girlfriends ages 25-54 should be targeted.
Pinterest Contest
Pinterest is used heavily by the target audience’s demographic.
Contest: Design a creative pinboard of their dream vacation in the Bahamas.
Require that participants follow Holiday Inn Express on Pinterest
Holiday Inn Express Bahamas would award prizes to the top three pinboards.
The first prize would be an all-inclusive, fully-paid trip to the new Bahamas resort.
67.4% of users are Ages 25-54
68% are women
Age and Gender Demographics
28% of users have an annual household income of $100,000+
50% of Pinterest users are parents
Children and Annual Household Income
Google Adwords
Google Adword Honeymoon Campaign
Example keywords: tropical honeymoon, honeymoon resorts, resorts for honeymoons, Bahamas resorts, Bahamas honeymoon, Holiday Inn Express Bahamas, Holiday Inn Express honeymoon, and Atlantis Bahamas
Google Adword Family Campaign
Example keywords: family trip to Bahamas, Bahamas family resorts, Bahamas resorts for families, and tropical family vacations
Different ads to promote honeymoon packages, family packages, and other discounts/promotions.
Budget
Recommended Budget = $250,000
Budget method as Percentage of Sales method
This budget will reasonably meet the objectives considering:
Cost of Google Adwords CPC
Prizes for the contest
Labor at about $200 an hour for digital media agency work
Tactics
Increase traffic and awareness by gaining followers, friends, and page views.
Promote Pinterest contest through Facebook and Twitter.
Launch Google Adwords Campaign.
Use Keywords that divert potential Atlantis customers to Holiday Inn Express Resorts instead.
ReferencesThe New Rules of Marketing & PR
The New Media Driver's License
Mashable, Pinterest demographics: http://mashable.com/2012/02/25/pinterest-user-demographics/