【Comfort Hotel】Measures to gain awareness through digital advertising

Comfort Hotel Key differentiator Library Cafe, gained awareness on digital advertising

[Client] Choice Hotels Inc.

Background

The hotel industry has been operating at about 30-40% of its full-year occupancy due to the effects of the Corona disaster. Choice Hotels Japan operates nearly 70 Comfort Hotels nationwide. The aim of this project is to gain awareness for the Comfort Library Café located in the facility. There are 27 Comfort Library Cafes across the country, and they are originally small libraries that can be used only by hotel guests to freely browse the books in the collection. In this case, we conducted a digital Ad for the purpose of effective utilization of facilities and gaining awareness in the COVID-19 pandemic.

Our Strategy and Solutions

Considering the effective use of the “Comfort Library Café” facility in the COVID-19 pandemic, we promoted it as a new third place. Since the advertisement was originally for a service limited to guests, we set the acquisition of awareness as a KPI and distributed it through display advertising (YDN, GDN). we succeeded in greatly exceeding the initial forecast in terms of the number of IMPs and clicks by conducting A/B testing of creative and display ad operation on a regular basis, In addition, we were able to lower the CPC.