Campaigns, Social Media

The Burrard Hotel

The Burrard is a newly renovated hotel right in the middle of downtown Vancouver that has made their competitors stand up and take notice, by daring to be different, not only in their look and feel and the way they treat their guests, but also how by they’ve challenged a very competitive marketplace.

Boutique hotels have been feeling the pressure from Online Travel Agencies (OTA), such as Expedia and Priceline who, as middlemen, facilitate a significant number of reservations, and take a substantial cut of revenue. The Burrard wants to lessen their dependence on OTA’s by redirecting clients to directly book through their hotel.

The KIMBO Design team developed both content and creative for The Burrard, across a variety of online platforms, including Google, Facebook, and TripAdvisor. Initially, a website audit and SEO review were performed, to ensure we could produce the best results for their online presence.

View Website

 

What We Delivered:

  • Social Media Strategy
  • Facebook Marketing
  • Creative Development
  • Copywriting and Copyediting

 

  • Graphic Design
  • Google Adwords
  • Online Marketing Reporting
  • Wordpress Development
 
 

The Challenge

With access to big budgets and cutting edge technology, Online Travel Agencies easily pull market share away from hotels, and hotels are finding it increasingly hard to keep up. The increasingly high cost of OTA traffic acquisition in a competitive market has been a sore point for many motels and hotels.

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The Strategy

Our plan for the Burrard was to increase high performance traffic on their website (theburrard.com), by targeting specific customer segments, driving direct bookings, and growing customer engagement. The groups we targeted were design-centric, hip, and with the “edge factor”.

Multiple online ads have been established, and these are consistently managed by our team to ensure best results. We also frequently scan their Google Analytics reports to learn where and how traffic is arriving at The Burrard’s site.

 

Results

Since KIMBO built the Burrard’s new website and initiated their online ad buys, the digital strategy we developed has provided over 3.5 million impressions, and driven over 18,000 click throughs directly to their site. Over an eight-month period, this has resulted in 916 additional bookings, with a cost saving of at least 33% compared to using the services of Online Travel Agency brokers.

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