Wingate by Wyndham was seeking to circumvent the ever-encroaching OTA fees by offering incentives for direct bookings directly on wingatehotels.com. For a few years previous to this, NM+U had been the digital and brand AOR; as such we were tasked with executing this campaign and charged with tracking direct bookings and ensuring revenue greatly outweighed the spend.
Wingate by Wyndham
Direct Booking Campaign
Challenge
NM+U was given a 6-week window to drive awareness, drive traffic and ultimately drive bookings through the Wingatehotels.com booking engine. The promotion itself was relatively simple (Get the best available rate + 2,000 Bonus Wyndham Rewards Points) and in order to succeed would need to focus on clarity of message, catchy branded creative and connection to brand value proposition that the audience knew and loved.
2023 Results
CPC
(Cost-Per-Click)
1.89%
vs. Facebook
Industry Average
.26% CTR
CPC
(Cost-Per-Click)
$0.50
vs. Facebook
Industry Average
$0.72 CPC
CPE
(Cost-Per-Engagement)
$0.06
vs. Facebook
Industry Average
$0.35 CPE
YOUTUBE PRE-ROLL
View Rate
25.78%
vs. YouTube
Ave. View Rate 18.5%
YOUTUBE PRE-ROLL
CPC
(Cost-Per-Completion)
$0.13
GMAIL SPONSORED
CTR
(Click-Thru-Rate)
12.91%
vs. GSP Travel Industry
Average 7%-7.5%
GMAIL SPONSORED
CPC
(Cost-Per-Click)
$00.16
vs. GSP Travel Industry
Average $.19
GMAIL SPONSORED
Total
Impressions
489,669
How We Did It
Facebook Ads / YouTube Pre-Roll / Yahoo Sponsored Mail Ads / Gmail Sponsored Promotions
NM+U used a combination of boosted static posts and videos, YouTube pre-roll, and Mail Services to promote top-of-funnel awareness. The focal point was clear and catchy visuals and messages that would explicitly deliver the message and lead brand-interested consumers to learn more on the website. The website retargeting would then take over and allow us to track their journey to purchase.
Creative Samples
Facebook Ads / YouTube Pre-Roll / Yahoo Sponsored Mail Ads / Gmail Sponsored Promotions
