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Britannia Hotels is Britain’s leading privately owned hotel group, with 35 hotels throughout the UK including the Adelphi Hotel in Liverpool, Sachas Hotel in Manchester and the International Hotel near Canary Wharf in London.
We have worked with Britannia Hotels since 2004, managing their highly effective SEO and PPC search marketing campaigns. In the last five years, the online hotel market has matured significantly, with price-conscious consumers actively looking for special rates and discounts.
Objective
To increase Britannia’s brand presence online and remain competition by integrating affiliates into their overall marketing strategy.
Approach
We put together a network of affiliates that we believed would offer the quality and volume of bookings that Britannia was looking for.
We then individually reviewed over 800 affiliate websites, disqualifying those that had irrelevant or insufficient content.
A compelling offer of £19 rooms for the launch was developed and backed up with a suite of high-impact creative executions. Each new deal was announced on the launch day to our affiliate base.
After the launch, we constantly monitored the bookings we were getting from different affiliates. This enabled us to spot and strip out problem behaviour quickly, whilst maximising the affiliates performing well.
As a result of our daily monitoring and optimisation, we were able to increase the effectiveness of the campaign month on month. We worked hard to ensure the revenue delivery was split across many affiliates and not reliant on just a few.
Results
Download the Britannia Hotels Case Study.
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