Search, Campaigns, Content & Data
We’re thrilled to announce that our work with Fingal, The Dilly and the Kaleidoscope Collection has been shortlisted within 4 categories at the 2021 Travolution Awards; Best Use of Search, Best Multi-Media Campaign, Champions of Content and Champions of Data.
You can read more about our work together below and see the full awards shortlist here. Winners will be announced in London on November 25th, 2021.
Best Use of Search
The Best Use of Search category recognises agencies and/or travel brands who have excelled in hitting KPIs on search platforms, whether through organic or paid activity, or a combination of both.
Our work with Scotland’s first luxury floating hotel, Fingal, centred around growing awareness of their brand with an organic and paid advertising campaign.
Working closely with their team, we used our industry know-how to create an impactful campaign that drove incremental direct bookings and considerable success amidst the pandemic.
Best Multi-Media Campaign / Champions of Content
The Best Multi-Media Campaign category recognises agencies and/or travel brands who have excelled in the creation of an integrated campaign across a wide range of media channels, including online display, search, social and mobile. The Champions of Content category recognises those who have put quality content at the heart of their strategy to inspire customers throughout their dreaming, booking and experiencing journey.
Working closely with the Kaleidoscope team we helped to re-evaluate the brand positioning of both their properties (Homewood and The Bird), ensuring that their playful spirit and passion for doing things a little differently came across through their brands, websites, content and marketing. This helped them to stand-out in a very competitive marketplace, inspire a generational shift in the type of guests visiting and also rationalise an increase in ADR. Win, win, win.
You can read more about our work with the Kaleidoscope Collection here.
Champions of Data
The Champions of Data category recognises technology companies or in-house technology teams who are judged to have made the most intelligent and successful use of data within their businesses to tailor messaging for their target markets.
Formerly known as the Le Méridien Piccadilly, The Dilly had an eventful 12 months, decoupling from the Marriott family and rebranding amidst a global pandemic. Key to their smooth transition of becoming an independent brand has been data; lots and lots of data.
Quantitative and qualitative research along with comp set data helped determine the direction of their new brand and positioning, while benchmark data gave us context on what they should be looking to achieve with their digital marketing and website. Of course, a focus upon data capture also helped with more traditional transactional marketing; encouraging social following and newsletter signup prior to opening, alongside book direct messaging.