Wingate by Wyndham engaged NM+U to implement a direct bookings campaign. The campaign’s objective was to use promotional incentives to drive measurable traffic and bookings on wingatehotels.com while delivering a strong ROI.
Wyndham Hotels & Resorts
Wingate by Wyndham Direct Bookings Campaign
Wingate by Wyndham
Direct Bookings Campaign
Challenge
Drive awareness, traffic, and bookings during the campaign’s 6-week window. The promotion itself was simple: Get the best available rate + 2,000 Bonus Wyndham Rewards Points. To succeed we would need to focus on clarity of message, catchy branded creative, and a connection to the brand’s value proposition that the audience knew and loved.
Campaign Results
CTR (Click Through Rate)
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 G-Mail Services to promote top-of-funnel awareness. The focal point was clear and catchy visuals, and a message that would explicitly deliver the promotion and lead 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
