Travelodge budget hotel chain is using YouTube to drive brand recognition and room sales in partnership with online agency DublinScope.
The hotel sector has taken a big hit during the recession due to a reduction in tourism and business travel. This has been further compounded by reduced corporate travel budgets, global health scares and increased airline security. However, Travelodge says it has increased room sales online despite these factors.
Kamal Taibi, e-consultant with DublinScope, explains: “Travelodge is a household name in the UK but it has a lot of customers who travel to the UK from Ireland. Unaware of its existence, these customers would book with Travelodge UK rather than with Travelodge Ireland. So Travelodge approached us to help them to increase awareness of the hotel chain in Ireland.”
Taibi added: “As well as the domestic market, it also wished to promote its room sales internationally to consumers in France, the US and the UK.”
DublinScope decided the best approach to achieve this was to increase brand promotion and to trial it through a number of mediums, including online display advertising, the most successful of which turned out to be via YouTube.
Travelodge did not originally regard YouTube as a major channel for advertising. However, the sales figures and correlation to the YouTube campaign quickly changed this perception. What was initially a novel marketing approach has now become a cornerstone of Travelodge’s marketing strategy.
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