“Gulf Countries Campaign” : campaign to conquer the Persian Gulf market.
The IHG Group operates two hotels in Geneva, the InterContinental Hotel and the Crowne Plaza Hotel. These two establishments specialize in business customers throughout the year, but they also attract seasonal summer customers from the Middle East and particularly the Persian Gulf.
Goals and proposed solutions
The InterContinental and the Crowne Plaza face stiff competition each spring from other Geneva hotels and palaces to convince Middle Eastern customers to choose their establishment during the summer. BeOnPerf was therefore mandated to find a mechanism to attract this clientele to the two Geneva hotels of the IHG Group by highlighting their added value specific to their Middle Eastern target. In this context, BeOnPerf has set up a Social Media Advertising campaign (Facebook + Instagram) as well as a display retargeting campaign in order to re-target the audience attracted via social networks but with a very competitive CPM. These campaigns were broadcast in Saudi Arabia, Kuwait, United Arab Emirates, Qatar and Bahrain.
Outcomes
Thanks to the system put in place, BeOnPerf has enabled its client, the IHG group, to record significant growth in bookings from the Middle East for its InterContinental and Crowne Plaza hotels in Geneva.
In particular, here are the KPIs that could be achieved by the 2018 campaign:
- 400,000 targeted profiles
- 12,300 visits (sites of the two hotels combined)
- CPA: 63 CHF (average basket> 5,000 CHF)
- More than 100 new reservations (exact figure confidential)