1. Target Audience
 Young / Middle Aged
 Travelers
 High Income

2. KPI: Occupancy
 Number of rooms sold in relation to the
number of rooms available for sale

3. KPI: RevPAR
 Revenue per available room: room
revenue in relation to rooms available

4. KPI: Revenue
 All related business revenue (including
rooms revenue, food & beverage
revenue, other hotel revenue, fee
revenue and other non-hotel revenue
from administration units)

5. Brand Awareness
Goodwill

6. Celebrity Endorsements
 Pay them to do it for us

7. Twitter
@WHotels

8. Instagram
 Large female audience
 Statistics show women
play large role in trip
planning
 Mobile Marketing

9. Budget
 AVG $5,000 per tweet
 3 Celebrities
 8 tweets per celeb
 3 month campaign
$120,000

10. Summary
 Stick to the plan