Extensive research identified the core audience; Savvy Short Breakers, affluent unconstrained couples who were heavy users of short hotel breaks. By using search and transactional log level data, we followed the traces of their search behaviour, to identify clear waves of interest in the lead up to and over the weekend (looking and ultimately booking).
By identifying the consistent times of hotel search interest, we mapped out media consumption around these signals. Our strategy called Riding the Search Wave used television spots bought around this interest, in conjunction with times when dual screen was most prevalent. We also changed our bid and keyword search strategy around these times, to further disrupt the online search journey, with a powerful Hotwire message. As our campaign developed we used our TV spot attribution tools to identify the optimum schedule; matching Hotwire's incremental website quotes back to individual transmissions, therefore allowing us to continually optimise our media buy.
Cost per quote average was hit fourteen months before the target date
Above the forecast volume of quotes
Above predictions for branded search terms
Healthy appetite for any challenge be it media, the sporting arena and oh yes, not forgetting any food put in front of me!
There's no "one size fits all" media approach. Every strategy should be bespoke and specially created for that client, their market and audience.
An analytically-minded strategist who likes to think laterally, while always remembering LA JOIE DE VIVRE!
Always put yourself in your clients' and their customers' shoes.
Practical, realistic and a complete music geek.
"Whether you think you can, or you think you can't, you're right" Henry Ford