Case Study - The Island Hotel
Our Hero
The Island Hotel (Newport Beach, CA). Caters to high-end business and leisure travelers. Located near the exclusive Fashion Island shopping center.
The Challenge
Formerly a Four Seasons property, the hotel had recently been reflagged by the Irvine Company as The Island Hotel. Astone/Aviatech was challenged to create an online campaign under the new brand to drive reservations with key targets.
The Big Idea
Astone/Aviatech developed three promotional micro-sites, each offering special packages with value-adds for the three key targets: the Business Traveler, the Fashion Shopper and the Spa Enthusiast. An online search marketing campaign directed search traffic to one of the sites based on keyword search terms.
A Big Bang from the Big Idea
This innovative, ultra-targeted promotional campaign produced a very strong ROI of 402% including creative and management costs... and 744% based on media dollars alone.
More than 1.5 million text ad impressions were delivered to target consumers in prominent search positions on Google, Yahoo and MSN search networks. And 22,532 self-qualified visitors were delivered to the promotional micro-sites.
