Outstanding Website

Loews Hotels looked to boost bookings and revenue for its typically soft December 2012/Q1 2013. Building off of a successful Cyber Monday sale in 2011, the client was interested in increasing the revenue from last year’s sale and generating revenue for Dec/Jan/Feb, a period of low occupancy. HeBS Digital suggested a multi-channel campaign targeting the core Loews guest in both the US and Canada, while also looking to attract a new loyal Loews guest, introducing them to the product with an enticing savings of up to 40% off.
The Cyber Monday campaign encompassed unique RESS landing pages in both English and French Canadian which highlighted the upcoming offer and, on day-of sale, featured a 24-hour countdown clock to impart a sense of urgency and encourage bookings. Online marketing included an email campaign to Loews subscribers, social media posts and Google Display Network Retargeting campaigns for users whom had previously visited the website. To attract new qualified users, HeBS Digital launched branded SEM campaigns featuring the Cyber Monday special as well as Loews destination-targeted banner campaigns on TripAdvisor.
The campaign generated $1.9 million in revenue, up 65.9% from 2011. The RESS design enabled optimized screen views for desktop, mobile and iPad users, maximizing results from each channel. Page views from iPad users nearly doubled from 2011, generating 9.8% of the campaign’s total revenue.

Contributors:

HEBS DIGITAL

Location: United States