Case study - PARKROYAL DARLING HARBOUR, Sydney
We tailored successful social media marketing campaigns with strategic optimisation to build brand value and increase bookings.
Company overview
PARKROYAL Darling Harbour, Sydney is a hotel located in Sydney CBD, offering views of Darling Harbour precinct and the city. It has 341 contemporary rooms and suites, a restaurant, a bar, a fitness centre, and conference facilities. It is within walking distance of many attractions, such as Chinatown, Town Hall Station, and Westfield Sydney Shopping Centre.
PARKROYAL Darling Harbour, Sydney is part of the Pan Pacific Hotels and Resorts Group, which aims to provide guests with a local experience and service excellence.
Strategy: Targeted campaigns to increase bookings
We tailored and optimised Facebook and Instagram paid campaigns that delivered increasing bookings and excellent ROAS (Return on ad spend) growth overtime.
Targeted Ads Campaign
We targeted ads towards specific groups who are likely to be highly interested.
Increase bookings
The primary goal of the campaigns was to significantly increase the number of bookings.
ROAS (Return on ad spend)
We created campaigns that achieved a high conversion rate, resulting in great ROAS.
Results & Outcomes
Outcome 1
Bookings
From the second quarter of 2022 to the second quarter of 2023, the number of bookings had increased by 1209%.
Outcome 2
ROAS (Return on Ad Spend)
From the last quarter of 2021 to the second quarter of 2023 ROAS (Return on ad spend) had grown by 416.80% to 24.60.
Outcome 3
Database and CPM
The Database had increased to 1,609,143, by allowing us to target a much greater amount of prospective guests.
The CPM was as low as $12.70.
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