Interactive Marketing & Advertising Awards 2008

SUMMARY
One of the hottest sectors online, exposure levels can literally make or break a brand in the cut-throat travel industry. That’s why with hundreds of hotels under a variety of distinct brands to market, Hilton International decided that they needed to up the ante in the digital world by implementing a robust and ambitious search strategy encompassing both SEO and PPC.

The challenge faced by bigmouthmedia was to develop and manage a multi national strategy for each of Hilton's 250 hotels worldwide, to grow market share and ROI by leveraging the strength of the Hilton brand online and exploring new online advertising mediums. And of course, sell more hotel rooms!

The 2007 campaign therefore saw a broadening of previous Paid Search strategy aimed at provide increased coverage of both branded and non-brand terms, as well as moving Hilton into areas such as Google Maps, Google Mobile, Yahoo Travel and more.

This change in strategy was seen by bigmouthmedia as not only ROI driven, but crucial in supporting brand awareness of Hilton as one of the world's leading hoteliers.


OUR SOLUTION
Bigmouthmedia's team of PPC, SEO, and Technical, Linguistic, Copywriting and Travel Strategy experts got to work developing a campaign with an ambitious range of targets including 100% transparency, ongoing expansion and a multi-tiered, technically advanced methodology.

Focusing heavily on extensive creative testing, and with 150,000 keywords and 250 individual hotels to manage, bigmouthmedia's travel strategy team implemented a broad keyword, multilingual campaign, working with Hilton's chosen analytics provider and using our in-house analytics analysis to continually renew and improve a campaign that included several complex key elements.

The campaign also saw Hilton become the first hotel chain to use Google Local Business Ads. Such was the success of the campaign that it was chosen as Google's official case study for the product.


RESULTS
As a result of the widening of the strategy Hilton International saw a tremendous hike in bookings, drop in bounce rates, and a huge reduction in CPA. Setting new industry standards, the campaign continues to grow.

• In the first year sales volumes tripled
• Revenue generated through PPC increased over 15 times
• ROI increased by over 150%


"Bigmouthmedia have been a key element in driving forward our online marketing strategy. Their expert knowledge and hard work has led to some excellent results"
Danny Barrasso, Director, Online Marketing & Retailing at Hilton

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