campaign will run through the summer . What is the timeline after ? What ’ s on the horizon ? Park : We will pair it all with a summer promotion ( stay three nights and get 10,000 bonus points ). What ’ s next for us is to expand — so you see we highlight leisure trip |
occasions , but also talk to business travelers , that we have the amenities that appeal to both . We know that people are blending business and leisure more and more . We ’ re also partnering with our sales organization to expand , enabling experiences as a strategy and target the b2b |
segment , too . Then , globally , we ’ re working with our regions and finding the thread I like to call ’ global consistency , regional relevance ’ and striking that balance . We will continue to commit to avoiding the tropes of the industry , the always smiling , having people carrying a briefcase — that kind of thing . It ’ s got to be authentic and real and working through the emotional connection .
HOTELS : How do you track the impact of a media campaign ? What does success look like ? Park : We have a robust measurement dashboard and we track everything from awareness to consideration . Search inquiries is an indication of success of a campaign and we have seen an uptick in branded search inquiries over the same time a year ago since the launch of the campaign . We also do research and testing of the spots with a third party and for the consumers that saw it , it was
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indexing highly for resonance , likely to consider , likability and relevance . Then , of course , driving right down to revenue , so site visits , looking at ad revenue and then attribution models to make sure that we can attribute the marketing to the revenue .
HOTELS : Do you use focus groups before you launch a campaign to see if it ’ s resonating ? Park : Yes . In fact , one of the parts that we ’ re most excited about is the high level of brand recall . We had nearly 85 % brand recall and that is high . Part of the reason for that is we took this approach to emotionally connect and we did it with a cinematic feel . We show the brand as if it ’ s like the opening credits of a movie and find the authentic moments without putting the brand in your face , and then we close with it . That worked and it felt authentic to what we were trying to do .
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