The challenge
A hospitality brand can be loved in its home market and unknown one market over. In each new territory there were no regulars and no word of mouth. Broad brand advertising is too blunt for that, and waiting for word of mouth is too slow, because a new location’s most expensive months are its first.
The work
- Local engagement. Showing up in each market’s own feeds and conversations so the brand read as a neighbor.
- Targeted paid media. Campaigns built for each market rather than reused from a national playbook.
- Market visibility. Making the brand easier to find for people looking for somewhere to go.
- Measure and adjust. Response from each market fed back into the campaign.
The results
Three outcomes, as published: strong return on ad spend, growing engagement across the markets we worked, and improved visibility in each market the brand entered. Where a client signs off on specific figures we publish them; for this engagement, these are the results we publish.
