Capitalizing on Industry Insight to Support Growth in a Need Period

The campaign encouraged potential guests to treat themselves to an exciting NYC getaway utilizing their tax refund. The special offer was promoted digitally with a multi-channel approach.

Lotte New York Palace Tax Day Campaign Generates Over 5,000% Return

Since more than 1/3 of Americans plan to spend their tax refund on a vacation, Lotte New York Palace & HeBS Digital capitalized on the industry insight to support growth in a need period. They created a Tax Day special offer, “Re-Energize with Your Refund,” playing off of the upcoming tax season. The campaign encouraged potential guests to treat themselves to an exciting NYC getaway utilizing their tax refund. The special offer was promoted digitally with a multi-channel approach. 

About The Client

A historic, luxury New York City hotel with over 700 guestrooms and suites.

Business Needs

Approach & Target Audience

The Work

A multi-channel campaign promoted the special offer, which led to a landing page with all the details and path to book.

  • Special Offer Landing Page
  • SEM
  • Banners & Google Display Network
  • Emailers
  • TripAdvisor Special Offer
  • Social Media Advertising

Results

  • 5,000%

    Return-On-Ad-Spend

  • 2%

    Cost-of-Sale

This year’s strategy has been to create fun, socially-engaging promotions to not only increase direct bookings, but generate buzz and cover longer need dates the hotel may have. The idea of this campaign was to Re-Energize With Your Refund and put your tax return toward a vacation to NYC. That said, guests who booked this promotion received 10.40% off our Best Available Rate, a Towers Corner Suite was available for $1,040 per night, and the best part? We covered the tax! This promotion was the turning point for our team and set the bar for all campaigns going forward. We are so thrilled with the performance of this promotion, which showed that although the discount was very slight, the package add-ons and creative multi-channel approach helped us to meet our goals and see a return on ad spend. We used this promotion to test the power of social media sponsored ads, and since then have applied these positive key learnings toward future promotions.

Sophia Yavorski, eMarketing Manager at Lotte New York Palace