Digital Marketing Case Study: Executive Hotels & Resorts

Overview

Executive Hotels is an international hotel chain with 15 locations throughout Canada and the US. Their boutique hotels are located in central, yet quiet, locations in the heart of major cities, including Vancouver, Calgary, Edmonton, Seattle, San Francisco, and more. Previously, their paid advertising included Google AdWords, with impressive results of more than seven million Impressions. However, they wanted a revamped digital marketing campaign to increase their online visibility and put more "heads in beds".

What We Did

Responsive Website Design & Development, Search Engine Optimization (SEO), Pay-Per-Click (PPC), Email Marketing, Paid Social Media Advertising, Content Development, Web Analytics.

The Challenge

The current Executive Hotels PPC campaign was largely unfocused and contained thousands of random keywords that activated their ads for unqualified users. They were competing against themselves, which drove up their own cost per click. Based on the size of their budget, they were limiting themselves by only leveraging their digital marketing campaign with Google AdWords. They set a goal of reaching ten million Impressions.

How ThinkProfits.com Helped Achieve $3 Million in Revenue

Think Profits reviewed and refocused the current PPC campaign and incorporated more relevant keywords and better-written ads. Several ad campaigns were created for very specific location-centric Ad Groups. An additional PPC campaign was created for Facebook and the Microsoft Advertising Network. A display advertising campaign was created for YouTube users searching for travel and accommodations. An email marketing campaign was sent to thousands of Globe and Mail newsletter subscribers interested in travel. Banner ads were featured on TripAdvisor. A remarketing campaign was implemented to retarget previous visitors.

The Results

Within 15 months, Executive Hotels achieved an increase of more than $3 million in revenue from the digital marketing program, surpassing 10 million online ad impressions, generating 400,000 additional unique visitors year over year, and attracting 275,000 unique visitors from SEO alone.