Holiday Inn Express is launching a digital marketing plan to increase brand awareness, gain new customers, and grow its market share in the Bahamas market. The plan focuses on social media strategies using Facebook, Twitter, Pinterest, and mobile strategies including a mobile site and app. It also includes internet marketing strategies like search engine marketing, search engine optimization, and an online newsroom. The total budget for internet marketing in 2013 is $500,000, with the largest portions going to website design, search engine marketing, and search engine optimization.

1. Holiday Inn Express Digital Marketing Plan
New Media Driver’s License
By Sijie Xiao

2. Brand Value
Start your Bahamas trip from here.
Let us fulfill your holiday dream.
• Campaign Goal
Brand awareness
Gain new customers
Market share

3. Target Audience
Young couples
Looking for tropical hotels
Family

4. 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

5. Social Media Strategy
• Twitter
• Communication
• Promotion
• Events

6. 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

7. 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.

8. Internet Marketing Strategy

9. 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.

10. Budget
• $500,000 for Internet marketing
in 2013.
Ads Spending
Mobile
9% Website
Social Media Design
12% 29%
SEM
25%
SEO
25%