La Fonda on the Plaza's enjoys success with a sweepstakes campaign
How to boost brand awareness and website traffic by gamifying the user experience
THE CHALLENGE
While in the process of launching a new program called “Artist In Residence” (a city-sponsored initiative bringing Southwestern artists and live painting to the hotel lobby for guests to enjoy), Santa Fe New Mexico’s La Fonda on the Plaza was in need of a way to bring awareness to the ongoing event. The hotel also wanted to increase brand loyalty and boost its email marketing list.
THE SOLUTION
After partnering with Cendyn, La Fonda developed a sweepstakes and multichannel campaign to advertise a new initiative revolving around the booming Santa Fe art scene. The campaign included a dedicated landing page for a giveaway sweepstakes, including a countdown banner, email promotion, homepage lightbox display, SEM sitelink extensions, social media (both paid and organic) and a special offer from TripAdvisor.
THE RESULTS
The campaign helped La Fonda achieve a 68% increase in website traffic, over 3,000 email sign-ups, and more than 600 shares on social media throughout the duration of the campaign.
KEY TAKEAWAYS
Generate brand awareness
Contests allow hotel brands to generate excitement and reach wide audiences. The interactive nature encourages users to engage and share, which increases buzz around the campaign and brand awareness.
Increase website traffic
Producing multichannel campaigns is a proven strategy for bringing in additional website visitors. By promoting the campaign on multiple different platforms and channels, hotels can see a significant increase in the website traffic.
Drive revenue
Although sweepstakes are not meant to drive revenue, they can produce ancillary revenue from users who interacted with elements of the campaign.
This case study was completed before the Cendyn and NextGuest merger but La Fonda On the Plaza can now benefit from the suite of Cendyn products.
La Fonda on the Plaza
About
Steeped in history with a touch of contemporary charm, La Fonda on the Plaza presents a luxurious take on traditional Santa Fe accommodations. Each guest room and suite features authentic New Mexican craftsmanship, creating an elegant and romantic aura through hand-painted headboards, handcrafted furnishings and original artwork. La Fonda on the Plaza boasts no resort fee and offers decadent amenities, providing guests with high speed Wi-Fi, bottled water, Nespresso coffee machines, luscious bath amenities, nightly turndown service, plush bathrobes, and more at no extra charge.
