Winter in NYC is a slow season, and the newly opened LUMA Hotel Times Square needed to boost brand awareness amongst tourists looking to experience a unique Manhattan winter getaway and steal market share from their comp set.
What’s the end goal?
This campaign’s goal was to generate awareness and buzz surrounding the LUMA brand and promote direct bookings during the hotel’s first New York City winter season.
How did we solve it?
A multichannel campaign was launched for Cyber Monday in order to increase occupancy for the hotel, with a limited time offer encouraging potential guests to book rooms during LUMA’s need period. With 35% off all rooms and suites and complimentary sangria and Wi-Fi, LUMA was able to gain substantial bookings and increase brand awareness through the flight of the campaign.
This campaign increased occupancy for the hotel by filling 410 nights through 83 individual bookings. The Limited Time Offer encouraged potential guests to book rooms during the need period which helped LUMA see 13 times their investment (1,338% ROAS).
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