Holiday Inn Express Digital Marketing Plan New Media Driver’s License By Sijie Xiao
Brand ValueStart your Bahamas trip from here.Let us fulfill your holiday dream. • Campaign Goal Brand awareness Gain new customers Market share
Target Audience Young couples Looking for tropical hotels Family
Social Media Strategy • Facebook • Pinterest• new ads• hotel profile • Categories that can be connected with hotels such as• hotel pictures traveling, food, architectures and so on.• hotel news (discount news, events)• all other social networking website address
Social Media Strategy• Twitter • Communication • Promotion • Events
Mobile Strategy• Mobile Site • The content would be simplified to “hotel profile, reservation, location, cont act”. • The reservation and location are the main functions. • Social media site will be included.• Apps • Adventure game app
Mobile Strategy • Mobile Advertising • Advertising would be displayed on apps like Weather channel, or flight booking channels as banners. • Joint Mobile Strategy • Cooperate with Instagram or Vine or other apps. • take pictures of family or couple’s staying in hotel, post online.
Internet Marketing Strategy The online news room in homepage is also important because every piece of press release related to Holiday Inn will be displayed in that page so that when journalists or reporters require for information, online news room would be a good resource center.
Budget• $500,000 for Internet marketing in 2013. Ads Spending Mobile 9% Website Social Media Design 12% 29% SEM 25% SEO 25%