Client
The Grand Cruise resort-hotel chain, Anapa (on the Black Sea)
Facts & figures
2012 year founded, 1500 guests per month
Representative
Sergei Pavlenko Marketing director
Objectives
Keep hotel occupancy as high as possible even after peak season
Tools used:
- Search campaigns (Yandex.Direct)
- Ad network campaigns (Yandex.Direct)
- Yandex.Metrica
Period: July — September 2013
Why this matters
A year after the Grand Cruise hotel opened in Anapa, their sales analysis showed a sharp decline in occupancy during the last few weeks of peak season.
The weather in Anapa, however, remains favorable until the beginning of October, so they wanted to find a way to keep the hotel full through the end of September.
Step 1. Create a special offers page
The Grand Cruise announced a 20% discount to customers who placed a deposit on reservations between September 1-30. When users click on Grand Cruise’s ads, they were redirected to a page with information on Promotions and Special Offers.
Step 2. Drive users to the special offers page
Ad texts emphasized that these offers were available for a limited time only. The ads appeared in Yandex Search for queries like “discount hotels Anapa,” “Anapa September,” etc.
Ads also ran on sites in the Yandex Advertising Network and Partner Ad Exchanges (ad networks).
Step 3. Maximize traffic to special offers page using automatic bid strategies
The Grand Cruise used the Weekly Budget: Maximum Number of Clicks strategy, which automatically sets bids to attract the maximum clicks possible for your budget and maximum click price.
Bids update every 15 minutes.
Results
Grand Cruise’s emphasis on the limited time of the offer had the desired effect: the campaign achieved the number of guests they had hoped for and occupancy reached 78.5% during the end of the season.
Sergei Pavlenko
Marketing director
Now we plan to use Yandex.Direct at the beginning and end of every season, to ensure both early bookings in May and late ones in September. Additionally, we will continue to use discounts and bonuses for limited time periods to increase occupancy.
Begin your own story with Yandex
Advertise your products and services on Yandex.Search and the Yandex Advertising Network.
Begin