Santa Clarita was looking to boost hotel occupancy in the off-season and engaged Lundmark to execute a consumer focused advertising campaign that generates heads in beds for city hotel partners.
The days of mass marketing with a limited budget driving results are over. Campaigns need to be focused on the target audience, measurable, and consistently adjusted. Staff developed a sweepstakes promotion which targeted consumers based on geographic location, demographic preferences and propensity to travel.
In one month, the campaign resulted in 105 room nights and generated just over $19,000 in direct revenue for hotel partners. More than 1800 sweepstakes entries were received and corresponding email addresses were added to the client’s database for future marketing efforts. Page ‘likes’ on Facebook, where the contest was hosted, jumped 242% in one month