Digital Marketing Campaign

“Go Tropical with Holiday Inn Express Bahamas”

Graphics

1. Increase awareness of the new Holiday Inn Express Bahamas Resort.

2. Increase the room occupancy level at the resort.

3. Gain Twitter followers, Facebook Likes, and page views on their website.

4. Acquire customers from the competition, Atlantis Bahamas Resort

5. Overall increase sales and ROI.

Objectives

Holiday Inn Express Resorts Bahamas

Target Audience

Families who like to travel

Couples who want a tropical getaway

Women ages 25-54 are the primary target.

In particular, mothers and wives/girlfriends ages 25-54 should be targeted.

Pinterest Contest

Pinterest is used heavily by the target audience’s demographic.

Contest: Design a creative pinboard of their dream vacation in the Bahamas.

Require that participants follow Holiday Inn Express on Pinterest

Holiday Inn Express Bahamas would award prizes to the top three pinboards.

The first prize would be an all-inclusive, fully-paid trip to the new Bahamas resort.

Pinterest

67.4% of users are Ages 25-54

68% are women

Age and Gender Demographics

Pinterest

28% of users have an annual household income of $100,000+

50% of Pinterest users are parents

Children and Annual Household Income

Google Adwords

Google Adword Honeymoon Campaign

Example keywords: tropical honeymoon, honeymoon resorts, resorts for honeymoons, Bahamas resorts, Bahamas honeymoon, Holiday Inn Express Bahamas,  Holiday Inn Express honeymoon, and Atlantis Bahamas

Google Adword Family Campaign

Example keywords: family trip to Bahamas, Bahamas family resorts, Bahamas resorts for families, and tropical family vacations

Different ads to promote honeymoon packages, family packages, and other discounts/promotions.

Budget

Recommended Budget = $250,000

Budget method as Percentage of Sales method

This budget will reasonably meet the objectives considering:

Cost of Google Adwords CPC

Prizes for the contest

Labor at about $200 an hour for digital media agency work

Tactics

Increase traffic and awareness by gaining followers, friends, and page views.

Promote Pinterest contest through Facebook and Twitter.

Launch Google Adwords Campaign.

Use Keywords that divert potential Atlantis customers to Holiday Inn Express Resorts instead.

ReferencesThe New Rules of Marketing & PR

The New Media Driver's License

Mashable, Pinterest demographics: http://mashable.com/2012/02/25/pinterest-user-demographics/