First opened in 1930, the Pierre Hotel is a landmark of Manhattan’s Fifth Avenue and a piece of New York history. This opulent escape has played host to global icons like Elizabeth Taylor and Yves Saint-Laurent, and enjoys distinction as one of the city’s true gems of hospitality. It’s also New York’s only Taj Hotel, part of a global hospitality network synonymous with refined luxury.
Though The Pierre’s reputation precedes it, the hotel wanted to bring more attention to its event offerings. The Pierre isn’t just a place for the discerning traveler to hang their hat; the hotel offers a range of stunning, picture-perfect locations for weddings, conferences, and social events.
The Challenge
Magical as the surroundings are at the Pierre, New York has no shortage of premium event venues, and competition is stiff. To succeed, The Pierre needed a marketing initiative that leveraged its rich past as a New York hospitality landmark, and showed off the distinct brand of luxury it still offers today.
The Approach
Our focus was singular: craft a campaign that communicated the superior experience offered by a Pierre event, which motivated customers to engage and convert.
increase in CTR
decrease in CPA
Showcasing Events
To boost event requests, visitors to The Pierre’s website first had to understand why they should book their event at the hotel in first place.
To solve for this, we built out new event-focused landing pages on the Pierre’s website, as well as a robust paid media campaign.
Together, these brought attention to an aspect of The Pierre Hotel many were not familiar with: its collection of transitional, elegant spaces perfect for all of life’s important gatherings.
Refined AdWords Efforts
To further bolster The Pierre’s engagement efforts, the BFM team revamped the brand’s Google AdWords approach. We narrowed our targeting to capture higher-performing audiences to maximize the efficiency of spend.
We concentrated spend on searches where we could reach consumers at the moment of intent — right when they are most likely to convert – to further increase the impact of our ad spend.
Results
Getting customers to see the beauty and majesty of The Pierre was the easy part – what we had to do was put those moments front-and-center at the right time.
In addition to the impact on CTR and CPA, our efforts drove up conversion rates by 38% and decreased cost per click by 21%.
In the end, the result is a happier, healthier Pierre Hotel. It’s a well-deserved boost to a time-honored establishment, and we couldn’t be happier with our role in furthering its rich legacy.
