Holiday Inn Express approached ANCHOVY. at a time when they had not yet begun operations, as they were still under the process of constructing their brand-new hotel in the heart of Malta’s entertainment district, St. Julian’s. This determined two of the most common performance goals in this situation: the recruitment of good quality staff to work at the hotel; and to spread the word about the hotel and build anticipation around the launch. This is how we made it happen.
The two main goals identified with the client were the following:
Recruitment of people to the hotel.
Increasing local brand awareness.
We started off the campaign by targeting people who were looking for a job and sending them to a recruiting platform. The initial response was huge, and after just a week we had already garnered approximately 130 responses. At that point in time, the client informed us that they did not require further applications, and so the marketing efforts were concentrated instead on promoting the brand of Holiday Inn Express Malta. The responses were mainly achieved via a highly targeted Facebook campaign.
As with all major brands, we were constrained to the brand style guide for most of the artwork, however as an agency we always strive to add a few accentuating elements, especially to bring out the local aspect. Our main inspiration was the travel element, a heavy focus on colour and vibrancy, and the depiction of, young and energetic imagery.
We wanted to accentuate the dynamic lines of the architecture of the building, since it’s such a distinguishing feature of the hotel. In keeping with this edgy, vibrant look, we cut some of the images to mimic the same shapes and to create areas of positive and negative space for us to use for text or any other elements which may have been needed for artwork and adverts.
We wanted the social media pages to really pop, using colour and the right imagery. We considered the flow of posts from one to the next, so that the overall campaign would look considered and coherent.
We also wanted to promote user generated content, curating tagged photographs from Instagram to add a fresh, raw vibe to the mix, so that people can have a real taste of the hotel rather than just being lured with professional photographs
With our Google Display Banners, we had obtained approximately 2,500,000 impressions and over 2000 website clicks.
The Facebook page of Holiday Inn Express Malta was started from scratch, and in just two months, we had already attracted over 5,000 people to the page.
Through a variety of user generated content and video content, we have shown the Holiday Inn Express brand in Malta to over 240,000 people. Bearing in mind that that the total amount of people active on Facebook in Malta is 320,000, the numbers speak for themselves as a testament to the success of the campaign.
The Secret Ingredient
Besides the numbers, the most important thing for us is client satisfaction. We want to build lasting relationships and grow together with our fantastic partners and clients. Here is what General Manager Matt Hill had to say about the campaign: