A Targeted Approach to Drive Room Bookings.
Treasure Island – TI Hotel and Casino is located at the heart of the Las Vegas Strip. Around for more than twenty years, this contemporary-style hotel offers a pool and high-end spa, as well as eight restaurants, nine bars, 90K sq. ft. of live casino gaming and the salient Mystère by Cirque du Soleil. Their competitive room rates and prime strip-location make them a desirable place to stay for repeat Las Vegas tourists.
Our goal
Treasure Island had a goal to increase their room bookings and secured revenue year over year while leveraging the same media spend as the previous year. This would require a more strategic and efficient use of their marketing budget.
Strategy
MassMedia started by analyzing the previous media strategy, targeting approach and performance against all channels, audiences and markets. We also conducted a deep dive discovery with key leadership and uncovered valuable insights that would aid in our new approach. The biggest area of opportunity we identified was placing a greater emphasis on saturating key markets and audiences most likely to stay at Treasure Island. Leveraging audience media consumption and market performance insights, we developed an integrated media mix against six key markets.
A special room rate was utilized to allow for clear measurement and tracking of our integrated campaign, as well as unique phone numbers for each channel. All creative and messaging promoted the convenient hotel location and amenities. We leveraged a mix of static and video assets across both prospecting and retargeting efforts to nurture our audiences and increase engagement. Within two months of deploying our new marketing strategy, we immediately saw increased ad performance and more efficient spending than the previous campaign.
The result
Just six months into the campaign, we saw a considerable lift in year over year performance.
50%+
lift in room nights booked
70%
increase in total room revenue secured
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