Best Hotel And Lodging Online Campaign

Hotel Pennsylvania is a Midtown Manhattan hotel located across the street from Penn Station and Madison Square Garden. Marked by impressive facilities including expansive meeting space, 1,700 guest rooms and a rich history, the property was in need of a multichannel campaign that generated revenue while promoting their social presence via Instagram.

The ‘Selfie in the City’ campaign was born to attract visitors who have never been to NYC. The campaign including an Instagram landing page of Hotel Pennsylvania’s feed on the property website and a variety of initiatives including a custom desktop promo slide, email marketing, Facebook promoted posts, organic social media posts and stock photography.
The primary target audience for Hotel Pennsylvania is made up of international travelers who are most likely traveling to New York City for the first time. These individuals are budget-conscious and looking for a place to rest their head after a day full of exploring nearby NYC attractions and things to do. This package was destination focused and included a selfie stick, daily breakfast for two and a map of New York City.

The Selfie in The City Campaign saw 211 bookings for a total of 958 room nights. Hotel Pennsylvania also saw a total of 764 likes for Instagram photos using #HotelPennSelfie, a higher length of stay of 1.12 compared to the overall website performance and an overall ROAS of 3,835%.

Contributors:

HEBS DIGITAL

Location: United States