The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Social Media Campaign
Select Registry sets the gold standard in craft lodging, curating a portfolio of quality-assured bed and breakfasts, inns, lodges, and boutique hotels. In the past year, Select Registry revealed its creative rebrand and reestablished its unique position in the independent lodging industry—owning and coining the “third category” Craft Lodging.
After its newly revealed rebrand, Select Registry needed to increase its digital presence with a social media campaign that would achieve the following objectives:
● Increase awareness for the new Select Registry brand and “Craft Lodging”
● Increase website traffic to property listings
● Increase booking engine entrances
The social media strategy targeted potential travelers, past guests, Select Registry rewards members, engaged audiences, and lookalike audiences. General brand awareness and region-specific ad creative introduced cold audiences to Select Registry, utilizing its new visual identity and tagline, “Stay for the Story,” and the qualities that define a craft lodging experience. Subsequently, rewards members and users who viewed a property listing page on the website were segmented into a (seasonal retargeting campaign- optimized for gift card purchases.)
During the first four months since the campaign launch, Select Registry saw the following results:
Awareness - (Cold Audience) - Engagement(VIDEO ADS) KPI:
● Post Engagement: 317,801
● Video Plays: 204,242
● Video Thru Plays: 165,362
Prospecting - (Cold Audience AND Page Engagers AND Video Viewers) - Traffic KPIs:
● CTR (link clicks): 3.12%
● Cost per Landing page View: $0.26
Retargeting - (Web Traffic) - Conversions KPI:
● Gift Card Purchases: 56
● ROAS: 23.17
● Average Order Value: $701.16
Contributors:
| Select Registry, CEO: | Mark Reichle |
| Select Registry - Director of Marketing: | Heather Taylor |
| Miles Partnership - Account Director: | Camron Reid |
| Miles Partnership, Account Manager: | Yaseman Pourhashemi |
| Miles Partnership, Paid Media Analyst: | Ajonté Bush |
| Miles Partnership, Creative Director: | Jennifer Ha |
| Miles Partnership, Senior Graphic Designer: | Delaney Sholl |
| Miles Partnership, Content Director: | Samantha Sitt |
MILES PARTNERSHIP
Website: www.milespartnership.com
Location: USA
About the Agency:
Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.