SHG – Seasonal Campaign, Winter
What we achieved
59,471 Landing page visitors
51% Of visitors converted to bookers
9.4% Engagement rate across social media
The winter of 2022 was a challenging sell for hotels, with the cost-of-living crisis impacting the industry and the economy recovering following the pandemic.
Our brief was to encourage people to prioritise travel, appealing to their desire for memorable experiences after a pro-longed period of being at home.
Inspired by the notion of uncovering hidden gems and reigniting lost connections, the campaign explored three key cities: York, Edinburgh and Oxford.
We created a new, dynamic tone of voice; multi-channel content inc. Organic and paid social media; organised influencer marketing and press activity; wrote long-form SEO optimised blogs; delivered photography and videography shoots; and built a bespoke landing page for each hotel.
The three hotels involved in the campaign operate at a mid-to-high end range within the market. Our target audience was couples over the age of 30 with above average disposable income.
During the three months, we achieved:
59,471 landing page visitors
Converted 51% of visitors to bookers
Achieved a 9.64% engagement rate across social media
“I see Punch as an extension of my team, and someone who I can talk to at any time. Punch bring their relevant experts into different meetings to ensure we have the right people in the room at the right time. This means decisions are made correctly and quickly, giving us the agility we need as a business.
”
Marc Saunders - Marketing Director, Splendid Hospitality Group
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Hotel Indigo York – Independent Website Launch
What we achieved
72,189 Website visitors
48.5% Increase in gross online bookings
£344k Revenue
Our brief was to create a user-friendly, engaging independent website for Hotel Indigo York, to support them in converting more direct-high-value bookings.
The website needed to help potential guests to understand how Hotel Indigo York could be part of their entire travel experience – a unique stay that they couldn’t get elsewhere.
We also wanted to make the entire customer journey as smooth as possible, with easy-to-use interactive elements and simple CTAs and booking features that helped them to navigate the website quickly, without fuss.
Punch did a full competitor analysis and market research report before build to make sure that the website would stand out against the hotel’s comp set, and that it suited their guest profile.
We also developed a blog and resource area to support SEO-ranking and produced monthly long-form content to secure top positions on Google and Bing.
Our target audience was couples over the age of 30, with slightly above average disposable income as the hotel operates in the mid-to-high-end range of the market.
During the first 12 months, we achieved:
12% increase in return users
9% increase in new users
72,189 website visitors
40.83% conversion rate
£344k revenue
48.5% increase in gross online bookings
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