The Parkgate Hotel is one of the latest additions to The Celtic Collection’s prestigious portfolio. Nestled in the heart of Cardiff and boasting 169 luxurious bedrooms, The Parkgate Hotel is a beacon of sophistication and refinement, forged through a unique partnership with the Welsh Rugby Union. Situated within close proximity to the iconic Principality Stadium, The Parkgate Hotel offers a premium experience that seamlessly blends elegance with modern luxury. Evoking the charm and grandeur of its historic surroundings, this chic destination sets a new standard for opulence and hospitality in the vibrant city of Cardiff.
The Celtic Collection
The Challenge
The challenge presented by The Parkgate Hotel centered around the implementation of a performance marketing campaign aimed at driving hospitality bookings in anticipation of the Autumn Nations competition at the Principality Stadium.
As The Parkgate Hotel had not previously ventured into programmatic advertising, the campaign marked new territory for them, prompting a desire to explore this channel. However, a significant hurdle arose due to the complexity of their online booking portal, which posed limitations on tracking capabilities throughout the end-to-end buying journey.
The Solution
Collaborating closely with the marketing team at The Celtic Collection, we conceptualised and created animated display ads aimed at resonating with the target demographic. These ads were strategically placed on relevant websites visited by the target audience to maximise visibility and engagement. Leveraging a diverse array of data sources, including Experian, we meticulously targeted the desired audience with precision and accuracy.
In light of the restriction around tracking the end-to-end buying journey, our team faced the task of navigating this constraint and devising alternative strategies to optimise the campaign effectively, despite the partial tracking setup. This necessitated a more manual approach to campaign management and optimisation than typical, requiring close monitoring and agile adjustments to maximise performance and ROI.
Through strategic planning and creative execution, our programmatic campaign proved to be a powerful channel to attract bookings and drive success for The Parkgate Hotel during the Autumn Nations competition period.
The results
The programmatic campaign had a tangible impact in attracting hospitality bookings for The Parkgate Hotel in the run up to the Autumn Nations competition period. Throughout the campaign, we optimised the campaign based on the data in order to achieve the following results;
- Increased conversions by 130%
- Decreased the acquisition cost (CPA) by over 56%.
Great agency to work with. They created a successful campaign for our first venture into programmatic advertising. Will and the team really understood what we were trying to achieve.
Megan Ralph, E Commerce Marketing Manager, The Celtic Collection
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