FROM THE FRONT DESK TO THE BACK OF THE HOUSE
Good hospitality is all about the first impression. Every interaction a guest has with your staff, every detail of the lobby, guest room, even the back of the house—they all add up to create the kind of guest experience that builds a loyal brand following. Dana is a hospitality marketing agency that understands that service, style and consistency are hallmarks of a great hospitality brand. Yes, our goal is “heads in beds.” But it’s also helping make sure those heads wake up happy and eager to share a great brand story. Yours.
How do you maintain the individuality of a unique boutique hotel collection while delivering a strong brand message? For Kimpton Hotels and Restaurants, Dana created a detailed matrix of every single interaction a guest has during a stay and helped determine if it should be the hotel brand or the Kimpton brand. From the doorman’s welcome to the contents of the mini bar, every touch point created another opportunity to stay true to Kimpton’s brand personality.
Westin Hotels & Resorts wanted to leverage the relationships established by StarwoodPro—umbrella brand/Dana client Starwood’s loyalty and education program for travel professionals—by gaining agents’ interest, trust and powerful influence. Dana launched the “Wrap Yourself in Westin & Win!” promotion via major agent channels and a variety of media formats. During a one-week window, agents viewed a learning burst and, after answering all brand questions correctly, claimed a Westin gift and entered to win a Westin FAM trip. The campaign engaged nearly 15% of the entire agent market in North America, well surpassing the brands’ stated goals.
A tour operator offering specialized tours of Italy and France directly to consumers, Dark Rome had been handling all SEM in house and wanted to see if bringing in an expert would drive a higher return. We employed Dana’s SEM philosophy, analyzing existing paid search data and determining new opportunities to create a tighter correlation between keywords, ad copy and landing pages. Our goal was to increase click-through rate and reduce cost-per-click to drive maximum revenue at the lowest possible cost—and the results have been impressive.