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Client:
A high-end luxury Hotel and Spa, known for its rich, historic background, that is centrally located in the heart of downtown Denver, Colorado.
Situation:
For years the Hotel and Spa positioned itself as a premier historic property in Denver and engaged in both online and traditional offline marketing with great success. Despite this long-term success, the Hotel recently found itself facing additional business challenges. In previously marketing the property primarily as a historic destination, the Hotel naturally attracted an older customer base that was beginning to taper off its traveling. Additionally, several new luxury hotels opened in the surrounding area and threatened the Hotel's market share. With the aging of its loyal customers and the emerging of new competition, the Hotel experienced a slight slip in demand and market share.
To regain a stronghold on the market and diversify its customer base, the Hotel challenged TIG Global to build a new website and corresponding online marketing program that would leverage demand among new, niche customer groups including ghost enthusiasts drawn to the storied "haunted hotel," young spa-goers, and pet lovers, while remaining true to the sense of luxury and historic roots that the Hotel's reputation was built upon.
Strategy:
TIG Global developed a custom online marketing program for the Hotel and Spa that included a new website for the Hotel and a redesign for the Spa's separate, stand-alone website. TIG Global's creative team not only gave the Hotel website a classic feel that spoke to its historical roots, but also showcased its luxurious, updated amenities with technologically advanced flash and other dynamic features. The website includes an interactive map that communicates the Hotel's proximity to the business district and top Denver attractions, while a new virtual tour page showcases the Property's grandeur through photo galleries and interactive photo-tours. A formal pet-policy was also posted on the accommodations page, inviting dogs of all sizes to join their owners at the Hotel and receive a dog bowl, bed, and special "Bone-Appétit" welcome treat.
In addition, the Hotel's website was fully optimized to maximize the Property's natural search engine visibility and an aggressive pay-per-click marketing campaign was created to leverage local attractions, showcase hotel amenities, and attract wedding and meeting planners. Strategic linking partnerships with websites such as The Spa Index, Trip Advisor, and the Ghost Research Society were negotiated to drive traffic direct to the Hotel and Spa website.
Lastly, TIG Global developed an integrated email marketing program and disseminated routine electronic packages and special announcements to the opt-in email database of travelers. A separate email marketing program was launched during the holiday season to promote the Spa. The campaign encouraged customers to create a digital "wish list" of spa treatments and share it with their family and friends. With an open rate of 46%, the viral campaign subsequently drove traffic to a custom landing page where individuals could purchase gift certificates for the requested spa treatments on the Spa website.
Results:
During the first quarter of 2008, TIG Global
- Generated a 47% increase in direct online booked revenue
- Drove over 83,000 unique website visitors
- Delivered over 1,000 qualified website visitors solely from online advertising efforts with the Ghost Research Society
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