radisson edwardian social media campaign - i spy marketing

Radisson Edwardian Hotels

Digital Marketing Successes

Radisson Edwardian

Radisson EdwardianThe May FairThe May Fair

Raise AwarenessDrive Traffic

Increase Revenues

Paid Search Strategy

Deliver more bookings and

higher revenue within the cost per

acquisition limit

Paid Search Implementation

Restructured Account

Dynamic Creative Pricing

Sitelinks For Each Hotel

ROAS

42%YoY

CPA34%YoY

Paid Search Results

Natural Search Strategy

• Increase natural search visibility

• Increase points of entry to all three Radisson Edwardian sites

• Identify and adapt to new trends

Natural Search Implementation

Sitelinks for each hotel

Google Places

Natural Search Results

Avg Visit

s11%

Rev21%

Posi

tionin

g

Social Media

Importance of Word of Mouth

DefineEmpowerEngage

EntertainingGrow

Social Media Strategy

Platform set up

Blog launches

TripAdvisor reviews on

blogs

10,000+ likes

5,000+ followers

200,000+ views 12,000 page views

Social Media Results

Social Signals in Search

SEO Rankin

g Factor

s

Social Signals• Likes and Followers• Tweets and retweets• Blog comments

Content

Links

Site Structur

e

Facebook Advertising

Campaign 1Become a Fan

Campaign 2Drive to Site

Facebook Campaigns

Become a Fan – Incentivised Like

Facebook advertising and email

Facebook Fan Increase

North America

Western Europe

Australasia

Drive to Site from Key Markets

Further Geo Targeting Using Google Analytics

Targeting People Who Like Hotels, London, Travel

Ad Copy and Image Testing

Over 100 million impressionsOver 18,000 clicks

Responder Demographics

• High end luxury leisure brand

• Search & social media entwined

• Early adopters• Surprise and delight

customers with innovation

Summary