Pixel8 Case Study - Hilton Hotels UK - Seducing International Luxury Travellers To Visit The British Isles And Discover A 'Tale of Three Cities'.
Hilton Hotels UK approached pixel8 to devise a revenue focused digital campaign to entice international luxury travellers to visit the British Isles staying with Hilton. The Tale of Three Cities campaign was born, and prospects were inspired to visit London, Edinburgh and Dublin during 'One Grand Tour', staying with Hilton every step of the way. Discover below how we drove over 20K website visits in 4-weeks and international luxury travellers to make multiple bookings with Hilton.
Hilton Hotels UK
A Tale Of Three Cities
2-months from brief to live
Strategy, Creative, Development, Deployment, Analysis
Hilton Hotels UK wanted to increase multi-location stays amongst their luxury traveller audience (primarily within the USA, Germany and France).
The key objective of the campaign was to increase awareness and consideration of a British Isles tour and ultimately, drive bookings for Conrad London St. James, Waldorf Astoria Edinburgh - The Caledonian, and Conrad Dublin.
Pixel8 were challenged with creating a campaign concept that brought together the 3 capital city locations into 1 tantalising proposition that resonated with the discerning audience. The concept was to be rolled out digital on a limited budget.
After proposition research and development, the ‘Tale of Three Cities’ campaign was born. This campaign was presented as a luxury grand tour across the British Isles, promoting common themes that research found appealed to our target audience; Heritage, Royalty, History, Culture and Architecture.
The themes were categorised under 3 pillars: Explore, Escape and Enrich. A collection of exclusive luxury experiences for visitors to discover, underpinning the proposition of Conrad and Waldorf as the ultimate travel partner for the cultured customer.
The campaign required a bespoke website design and build for mobile responsiveness. Campaign content was developed with the target demographic in mind with careful consideration of photography and language that would resonate with prospects.
Integrated collateral was developed to drive customers to the content on the website, including; email, in hotel POS and social advertising which has a proven track record to generate ROI for revenue focussed campaigns for Hilton.
Social campaigns were rolled out with a 3-tiered approach: awareness, consideration, and conversion, to drive prospects to discover more about the offering and to make hotel bookings across all hotels as a result of being inspired by the experiences presented.
202 K campaign impressions. 60% of which were from high-net-worth travellers based in France, Germany or the USA.
Social Engagements 33,561
Average CPC £0.13p
Average CTR 3.27%
20 K web visits in 4 weeks
146 direct incremental bookings estimated to be worth approximately £262 K.