Malaysian Media Awards Winners Showcase





2012 | |

It’s Not Just About The Price

Advertiser: Tune Hotels Regional Services Sdn Bhd
Brand: Tune Hotels
Creative Agency: -
Credits: -

Challenge
Tune Hotels wanted to generate bookings for its latest property in Thailand. By nature of being a ‘budget hotel’, the brand would simply drown as Thailand has loads of accommodation choices at competitive, and if not, even better room rates. It’s a tough market to penetrate. Creating visibility is crucial.

Solution
Search was identified as the best medium to address the challenge considering 61% of travelers regard search engines as the go-to source and 79% of travelers find search engines extremely useful for planning (Source: Google). Competitors were on search, harping on promotional prices. Going along this route would not create a differentiator and would simply confuse the audience more. We created keyword groups based on audience personas and desire.

Execution
This allowed a distinguished targeting method by utilizing real-time website data, social monitoring and user’s search query input to effectively match user intent with messaging propositions. With this, we could target shoppers, party-goers, solo-travelers, couples and more, according to their holiday activity need. This powerful method allowed us to fit in the audience’s state of mind without sounding much like the competition. Even better, we could optimize media spending levels cost-effectively to maintain a healthy ROI.

Results
We raised the brand’s share-of-voice to a huge 83% with less than RM6,000 spent. Such visibility generated an average of 25 bookings a day! And to prove our methodology, we hit a click-thru-rate 0f above 7% (exceeding industry benchmarks), indicating tremendous relevance to our target audience.