We helped our client capture 53,000+ leads for less than 93¢ a lead.
The Waldorf-Astoria Chicago, formally The Elysian Hotel, is a 188-suite hotel redefining the concept of modern luxury. The hotel features a two-Michelin-star restaurant, a sophisticated European bistro, and a 14,000 square foot spa & health club. It is a popular spot among celebrities and high-level corporate executives.
The Waldorf-Astoria was in need of marketing assistance to increase occupancy during the late summer and early fall months when travel in the city slows down. Competition can be fierce among high-end hotels such as The Four Seasons, The Drake, and The Ritz-Carlton for luxury-minded guests. Our objective was to drive qualified leads to the reservation desk.
We were competing for sophisticated business travelers and leisure travel jet-setters from locations such as New York and Miami. Based on the profile of this guest, we knew that technology played a very important role day in and day out. We decided to leverage this fact to our advantage.
We developed a campaign that included geographically, demographically, and behaviorally-targeted ad placements on desktop and mobile devices that included a high-end mix of technology, business, and fashion websites. We implemented a destination search campaign on TripAdvisor.com. Also as part of this campaign, Olander Group was selected to run one of the first advertising campaigns on Twitter as a beta advertising platform partner.
At the three month mark of the campaign we had driven 53,849 leads to The Waldorf-Astoria’s reservation page. Based on the cost of the campaign, this resulted in a phenomenal metric of less than 93¢ per lead. In addition to the direct leads generated, we acquired 3,614 followers on Twitter as well as 1,059 fans on Facebook. With this built-in receptive network, The Waldorf-Astoria can promote new events, specials, and announcements for free on an ongoing basis well into the future.