Situation: A Crowd Space Complicated by COVID

As a licensee of Wyndham, Viva Wyndham had no direct-to-consumer marketing and advertising, and limited brand recognition in the United States. Viva Wyndham wished to improve brand recognition while stimulating demand and increasing direct sales in the U.S., growing its market share with results-driven advertising initiatives. In addition to the inherent challenges of this endeavor, since travel is a highly competitive, crowded space, the launch was to take place in the middle of the global COVID-19 pandemic, when the travel industry came to a crashing halt.

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Approach: STRATEGIC. STACKED. SCALABLE.

Collaborating closely with the VIva Wyndham team, Roar Media created a marketing strategy inclusive of market research and positioning (competitive analysis, brand differentiators and target audiences), a tiered, scalable promotional strategy (with branding), and integrated marketing mix focused on building brand awareness while capturing and stimulating demand. From concept to execution, Roar Media quickly activated a full-funnel marketing strategy that was efficient and effective in the peak of the COVID-19 crisis. Highlights include:

Agile change management and competitive promos accommodating ever-fluctuating travel restrictions (e.g. border closures, COVID testing, etc.) as well as airline/resort openings and closures
A dynamic promotional calendar with a relentless focus on driving sales and capturing brand search impression share
Centralized media planning and measurement
Sophisticated targeting tactics using custom audiences, in-market audiences and affinity segments
Engaging awareness campaigns with social media campaigns, including sweepstakes and influencer partnerships
Advanced retargeting across web, social media, and display/discovery advertising
Variable bidding strategies based on cart abandonment patterns
Securing positive publicity in targeted print, broadcast and online media outlets

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Results: VIVA RULES TO CHEER ABOUT

Data-driven insights guided continued optimizations resulting in deeper market penetration, higher consumer engagement and increased return on advertising spend. The results are compelling:

Ecommerce

January 2021 through May 2021

12,609,837

Impressions

185,280

Ad Clicks

1.8%

CTR

$1.25 CPC

$5.62 ROAS Total

264,998

Web Sessions

116,618

Booking Engine Visits

1,242

Bookings

$876,250.46

Booking Revenue

SOCIAL MEDIA

November 2020 through May 2021

99,833,110

Total Impressions

1.38% Positive

Average Organic Post Engagement Rate

1,348,483

Social Media Engagements

390,961

Social Media Followers

1,601,781

Video Views

$3,912.95

Total Investment*

Public Relations

November 2020 through May 2021

78

Total Media Placements

279M

Unique Viewers per Month

10.3M

Total Reach

$506.6k Total Publicity Value

76.5% Positive

23.5% Neutral

Share of Positive and Neutral Sentiment

Roar Media knows travel and hospitality. The agency quickly hit the ground running and developed a full-funnel customer journey to ensure that we reach the right audiences with the right message at the right time. They have helped us develop an effective promotional strategy that stimulates new direct bookings while preserving our margins. In addition, their strategies maximize all booking channels as opposed to simply channel shifting and cannibalizing some channels at the sake of growing others. As an integrated agency, Roar seamlessly brings together strategy, public relations, social media, graphic design and digital marketing services to drive results. The people at Roar care about our success and we are thrilled to partner with such a talented, expert and passionate team. Erika Sordo, Corporate Director, Marketing & Public Relations, Viva Wyndham Resorts

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