From Insights to Impact: How The Westin Pune Captured 5.5 Million Eyes
Process
The Westin Pune, a prestigious member of the globally acclaimed Marriott International portfolio, is a premier luxury hotel renowned for its high-end accommodations, exquisite dining experiences, and sophisticated event services.
OBJECTIVE
The goal was to enhance The Westin Pune’s digital engagement by driving more visitors to the hotel’s website, increasing room booking conversions, and strengthening brand awareness for the F&B outlets. The campaign was designed to attract a broader audience and position The Westin Pune as a premier destination through strategic digital marketing.
APPROACH
We implemented a comprehensive, multi-channel social media strategy to maximise engagement and drive conversions. This included orchestrating high-impact campaigns centred around key events such as a Chef’s Table, exclusive food pop-ups, and announcements of new culinary leadership. We also launched targeted promotions for staycation packages and special room rates, focusing on Marriott Bonvoy Membership benefits. Leveraging data analytics and audience segmentation, we timed these campaigns strategically around peak holiday periods like Christmas and New Year to capitalise on historically higher engagement and conversion rates. The approach utilised advanced social media algorithms and performance tracking to refine targeting and optimise results.
PLANNING AND STRATEGY DEVELOPMENT
We conducted a comprehensive audience analysis to identify high-value target segments, set precise campaign objectives, and developed high-quality creative assets. This involved crafting tailored content aligned with audience preferences and behaviours while reflecting The Westin Pune’s unique value proposition.
CAMPAIGN EXECUTION
We launched a series of precision-targeted advertisements across multiple social media channels, focusing on key seasonal events and promotions, such as Christmas, New Year, holiday staycations and dining experiences. We aimed to capture new and returning customers by leveraging audience targeting and retargeting techniques. Campaigns were deployed using dynamic ad formats, including carousel ads, video ads, and interactive content, to increase engagement and encourage direct bookings.
MONITORING AND OPTIMISATION
Throughout the campaign, we employed real-time performance monitoring using advanced analytics tools to track key performance indicators such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). We continuously optimised ad placements, creative formats, and ad strategies based on these insights to enhance engagement and conversion metrics.
REPORTING AND ANALYSIS
After the campaign concluded, we thoroughly analysed the performance data to measure success against the set objectives. This included evaluating metrics such as engagement, conversion, and return on ad spend (ROAS). We compiled these insights into detailed reports to inform future strategies and campaigns, identifying opportunities for further optimisation and audience expansion.
REPORTING AND ANALYSIS
TAKEAWAYS
In a field often led by experienced agency veterans, we at Knowledge Units demonstrated our ability to innovate and adapt. Our approach to enhancing The Westin Pune’s digital engagement led to notable improvements in reach and conversions. What started as a period of learning evolved into a successful campaign characterised by a fresh and effective strategy. By leveraging data-driven insights and creative solutions, we helped transform The Westin Pune’s market presence and contributed to setting new benchmarks in the Pune hospitality industry.
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