Best Western Premier® hotel
1. Client Intro
The client that approached us belongs to the Best Western Premier® hotel group.
This 4-star hotel provides an exclusive offer for worldwide travellers seeking superior accommodations, exceptional service, and first-rate amenities, such as traditional and Mediterranean restaurant and spa & wellness.
2. Problem / Goal
The client’s main goals were to increase the number of visits to the hotel’s restaurant by people who are not hotel guests. We suggested creating Facebook campaigns that will increase brand awareness for the hotel restaurant, bring more traffic to the restaurant page on the website, increase engagement on feed posts and gather followers for a fan page.
3. Solution
The hotel wasn’t doing any paid advertising on Facebook before hiring us, so we created a Facebook Business Manager account and an Ad account. We also did a setup of Universal Analytics, Google Analytics 4, Google Tag Manager and Facebook Pixel to help us analyze website visitors’ behaviour and the success of our campaigns.
For the restaurant, we created reach and engagement campaigns to increase brand awareness and promote the restaurant. We used promo videos and images we created for this purpose. The goal of these campaigns was to get as many people to see our ads, get post engagement and page likes, and encourage people to call the restaurant and make reservations with a variety of promotions we created.
We have also created a traffic campaign for the restaurant to drive traffic to the restaurant page on the website and make reservations.
Throughout these campaigns, we tested audiences as well as various types of visuals, descriptions, and buttons to optimize and achieve better results.
4. Results
By creating brand awareness first, and then driving traffic, we achieved an increase in website visits by 148.74%.
The number of link clicks for the engagement campaign has increased by 92.59%. At the same time, the cost per link click has dropped by 21.13%.
The Reach campaign had a reach of 89,120 people, with 0.57 euros per 1000 people reached.
