As is typical among East Coast resort destinations, Rhode Island enjoys booming summer months and a slower winter season. As part of a larger initiative to increase year-over-year hotel revenue, we developed a coordinated campaign that would shine the spotlight on affordable off-season travel in this naturally appealing destination. Rhode Island’s first Hotel Week targeted every point of the purchasing funnel – from building awareness of Rhode Island as a year-round destination to driving direct hotel bookings.
Rhode Island’s inaugural Hotel Week offered “prix fixe” rates of $100, $200, $300 and $400 per night between January 18 and January 31, creating unprecedented opportunities for in-state and out-of-state travelers to stay and experience the state’s unique treasures. We introduced the concepts with winter-focused content around Rhode Island’s cultural attractions and local cuisine. These messages were strategically deployed across owned social media channels, web content, influencer engagement and paid media placements. The next phase of the campaign centered on the exceptional value available at every price point, including luxury resorts, boutique properties and coastal inns.
The integrated initiative was a huge success for our client, with social media mentions about Rhode Island accommodations hitting an all-time high in the month leading up to Hotel Week, up 6% compared to our previous peak in summer. We achieved 48.3 million impressions on our owned social media channels, and influencer content garnered 12,000 social media engagements. By leveraging our media relationships, we achieved 23.5 million media impressions and an estimated advertising equivalency of $347,000. Coverage results varied from key regional publications such as The Boston Globe and Providence Business News to national publications such as Thrillist, Parade and TravelPulse. By working closely with industry partners, this initiative also strengthened our relationships with local regional contacts and hoteliers. With 1,955 direct hotel bookings, this integrated campaign had a 6-to-1 return on ad spend (ROAS).
- 71.8 Million media impressions
- 12 K social media engagements
- 6:1 ROAS