SOCIAL ADVERTISING WITH THE GRAND HOTEL

TURNER was tasked with helping Grand Hotel make up for lost revenue due to unexpected forecast challenges with social advertising. Our goal was to engage the resort’s fanbase and drive bookings of their themed packages. 

What We Did

One of the country’s most historic properties, Grand Hotel welcomes guests seasonally from May to October. Due to unforeseen circumstances, the opening date was pushed back, and Grand Hotel enacted TURNER to fill rooms and make up for lost time. We were able to achieve success through a one-month social advertising blitz that resonated well with audiences and drove conversions: 

• Strategically choose audiences that would meaningfully engage with social advertising from Grand Hotel and book a stay;
• Planned and executed all creative, from image selection to copywriting, to ensure brand voice and tone mirrored those of organic channels;
• Allocated budget on the ad set levels to prioritize booking packages that were most important for the resort to sell;
• Monitored on a consistent basis to gauge audience reaction amid uncertain times for the travel industry.

Results

Social advertising efforts garnered more than 1.5 million impressions and produced an ROI of 1,733 percent. In tandem with messaging about the resort’s safety precautions on organic channels, potential guests felt safe enough to book a getaway through our paid efforts on Facebook and Instagram, helping Grand Hotel make up for having to open later in the season.