March and April are important months for the success of any hotel’s summer season. These are the months when most people make plans for their summer vacations and, more crucially, make their reservations. Panadvert decided that this was the best period to launch a promotional campaign for Grecian Bay, Grecian Park and Grecian Sands Hotels in Cyprus, with the following objectives in mind:
Increase Brand Awareness
Create anticipation for the summer season
Increase engagement on social media posts
Gauge the effectiveness of different communication approaches
Impress and attract social media users on Facebook, Twitter, Pinterest, Instagram and Google+
Drive Visitor Loyalty
Promote the restaurants of the hotels, UMI, Cliff Bar and Ravioli’s.
Panadvert has noticed an increase in smart and effective social media campaigns with the purpose of attracting users’ attention and increasing brand exposure.
Instead of running a broad campaign to target all generic users, we tried to identify a subset of our target audience and create a campaign that capitalized on existing social behaviors of potential travelers to Cyprus.
Our target audience was the UK market and according to our data analysis, March and April are the months when most English tourists are “ready” to book their vacations.
After a productive brainstorming session, our creative department came up with the READY campaign in order to appeal to the UK market.
The campaign was based on pictures that targeted specific audiences of the hotels. The message for each post was “stamped” on, like a stamp on a passport, giving a unique visual feel. Every message was built around the concept of “Ready” (i.e., Ready for Family Holidays).
The campaign kicked off with a common cover photo for all three hotels.
Nearly 10-15 posts were created for each hotel over a period of 30 days.
Facebook, Twitter, Instagram, Google+ & Pinterest
The campaign netted an impressive reach of more than 200 thousand views
The posts “Ready-Travel to Cyprus” and “Ready-Cool Off” had 9,51% CTR (or RTR ‘ reaction through rate) and 9.75% RTR respectively
The posts received a total of 5875 reactions I?I�I? 5585 Likes from Facebook users, 90% higher than the accounts’ average
The posts with the most shares were the ones that promoted the beaches of Cape Greco and Konnos, with 110 shares
The post “Ready for Memories” had the highest reach, with 21.122 views.
Short and simple messages, combined with proper timing, can make social media pages a much more effective communication tool.
See more more posts from the campaign:
Account Director: Maria Tsanou
Social Media and Project Manager: Magda Vasilaki
Copywriter: Mike Hill
Campaign Promotion Manager: Ioanna Vasilakopoulou
Data Analyst: Entony Violaris