Holiday Inn Express Digital Marketing Plan

New Media Driver’s License

By Sijie Xiao

Brand Value

Start your Bahamas trip from here.

Let us fulfill your holiday dream.• Campaign Goal

Brand awareness Gain new customers Market share

Target Audience

Young couples

Family

Looking for tropical hotels

Social Media Strategy

• Facebook

• new ads• hotel profile• hotel pictures• hotel news (discount news, events) • all other social networking website address

encourage audience to response to those ads.

• Pinterest

• Categories that can be connected with hotels such as traveling, food, architectures and so on.

Social Media Strategy

• Twitter

• Communication

• Promotion

• Events

Mobile Strategy

• Mobile Site• The content would be simplified to

“hotel profile, reservation, location, contact”. • The reservation and location are

the main functions. • Social media site will be included.

• Apps• Adventure game app

Mobile Strategy

• Mobile Advertising• Advertising would be displayed on

apps like Weather channel, or flight booking channels as banners.

• Joint Mobile Strategy• Cooperate with Instagram or Vine or

other apps.• take pictures of family or couple’s

staying in hotel, post online.

Internet Marketing Strategy

Internet Marketing Strategy

The online news room in homepage is also important because every piece of press release related to Holiday Inn will be displayed in that page so that when journalists or reporters require for information, online news room would be a good resource center.

Budget

• $500,000 for Internet marketing in 2013.

Website Design

29%

SEO25%

SEM25%

Social Media13%

Mobile9%

Ads Spending