Cendyn’s™ Unique Multi-Channel Digital Marketing Campaign for The Peabody Orlando Significantly Increased Group/Meeting Revenue, Resulting in 47:1 ROI

  • Cendyn
  • 09.25.12
In response to The Peabody Orlando’s goal to increase group/meeting revenue, Cendyn, a full-service digital marketing firm specializing in turnkey solutions that drive bottom line results for the travel and hospitality industries, recently implemented a comprehensive, multi-channel digital marketing campaign for the hotel.

The initiative resulted in 47:1 ROI for The Peabody Orlando, with 100% of the revenue deemed incremental.

Cendyn’s main objective with the campaign was to drive qualified traffic to The Peabody Orlando’s website, generating RFP submissions, phone inquiries, brand and product awareness, and top-of-mind awareness within the target audiences. Other objectives were to increase the property’s share of voice in the market and against the competition set, as well as to grow new market areas of opportunity.

The campaign’s target audiences were meeting and event planners, as well as meeting influencers, which were defined by Cendyn’s research. This research was based on multiple targeting parameters including behavior, demographics, occupation, industry and job title.

To achieve the campaign’s goals, Cendyn deployed a focused schedule of highly-targeted email campaigns to select third party and proprietary first party lists.

Cendyn then utilized advanced remarketing strategies to engage and learn from planners who had received the email campaign or responded by visiting The Peabody Orlando group and meetings webpage. With these remarketing strategies, Cendyn constantly engaged in-market planners with dynamic rich-media display advertising.

To further extend the reach of the campaign, Cendyn blended response data from the email campaigns with first and third party behavioral and demographic data within its 360 Degree Digital Marketing Platform, in order to reach additional planners and meeting influencers with the highest propensity to convert.

The creative leveraged a compelling special offer and highlighted The Peabody Orlando’s unique meeting spaces and services.

The campaign was in-market over a 90-day period, and detailed closed-loop reporting and monitoring across every dimension of campaign performance.

The results exceeded all expectations, and the campaign continues to drive business well beyond the end of the initiative:

  • Over 2.4 million media impressions
  • Over 5,000 meeting planner visits to the website
  • Over 100 meeting RFPs submitted
  • Hundreds of additional RFPs in the pipeline
  • 10 site visits scheduled
  • Significant new group business from new markets closed at a 47:1 ROI

One large group booking resulting from the campaign came from the West Coast, where The Peabody Orlando would like to gain a greater market presence. As a result of receiving a targeted email, then seeing the companion display advertising campaign, the meeting planner added The Peabody Orlando to their consideration set, submitted an RFP, took advantage of the special offer to visit the property, and booked a significant group at the hotel.

“The meeting planning campaign that was presented to us by Cendyn offered a fresh and innovative approach to marketing our property,” said Gregg Herning, vice president of sales & marketing for Peabody Hotels. “A creative and strategic email campaign was targeted to a large database of active meeting planners utilizing advanced tracking methods to reinforce the offer. We are happy to report that the campaign was a resounding success resulting in over 100 RFPs and bookings to date.”

“Our goal at Cendyn is to provide innovative ways to serve our clients’ specific needs, ultimately increasing their revenue,” said Cendyn President Charles Deyo. “The campaign we created for The Peabody Orlando was a reflection of that goal, and was a great success.”

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