This case study highlights how an effectively designed and optimised website combined with strategic campaign driven digital marketing can achieve impressive results.
The Client
The George is a 5-star hotel in Christchurch and is part of the Brook Serene luxury hotel collection in New Zealand.
Tomahawk has partnered with them since 2017 focusing on their website and digital marketing goals with our team forming a strong partnership that delivers ongoing campaign initiatives driving excellent results.
The Challenge
As soon as the pandemic hit, Georgina Torrington, Director of Sales & Marketing approached Tomahawk to discuss a strategy to ensure they can still thrive during a challenging time.
The key challenge was to deliver a digital marketing plan that would cater well to a changed market and attract more online direct bookings.
The Solution
An ongoing digital media strategy was developed that included optimising the website for the domestic market, adding a new voucher module, and crafting a targeted Google and Social Media campaign to drive direct bookings to a clearly defined market with personalised messaging.
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The Results
Direct online bookings for the for The George have been outstanding. It has resulted in a an exceptionally happy client.
With implementation of key strategies they experienced impressive growth in all their key website metrics comparing 2021 to 2020.
On top of the key direct booking highlights, they have also experienced an incredible 841% growth in revenue from organic search, 45% increase in Facebook ad acquisitions and their Google Ads ROI is currently happily sitting at 14.98.
All key metrics combine to deliver The George with consistent increases in the number of bookings and revenue direct from their website and social media channels.
