Primary Goals:
- Drive online traffic
- Increase online bookings
Secondary Goals:
- Launch first European I Prefer member acquisition campaign
- Launch first European I Prefer App Install campaign
- Improve quality score and click-through rate
What we did:
We created an integrated biddable media strategy across channels including paid social, PPC, display, and App marketplaces. Working with Preferred’s marketing team we shared audience insight data to improve the targeting of all campaigns.
Delivering prospects at scale
We acquire new customers and increase awareness by running prospecting campaigns via Quantcast-powered display, paid search (informational-based queries), YouTube, Facebook and Instagram. From custom-audience targeting based on several proven audience criteria to lookalike audiences modelled on existing bookers, campaigns are always relevant.
Capturing booking intent
Our PPC strategy considers multiple data points such as search query intent, country booking volume, length of stay and lead time between booking and check-in. Individual hotel campaigns allow us to highlight hotels USPs within ad copy and create more relevant ad extensions to drive a better click-through rate.
Re-engaging lapsed and non-converting customers
Through a mix of optimised remarketing lists for search ads and dynamic display remarketing including video, we convinced more people that they deserved the luxury of staying at a Preferred hotel.
Driving more than just bookings:
Individual campaigns consisting of search, display, Facebook and Gmail were created to target users looking for hotels under one of these groups:
- Ski & mountain resorts
- City breaks
- Honeymoon hotels
- Family
We also ran campaigns to support iPrefer membership acquisitions. From driving member sign-ups to supporting ongoing engagement with an app install campaign across search, social, on-site content and display.
Learn more about our approach to paid advertising.
