THE LAST
WORD

A RICH MEDIA CAMPAIGN WITH CTRS
THAT EXCEEDED THE INDUSTRY
AVERAGE BY 426%.

01

THE
CHALLENGE

ACHIEVE EXTRAORDINARY CTRS IN 3 WEEKS DURING WINTER FOR A BOUTIQUE HOTEL GROUP

The new Last Word website was complete. The challenge now shifted to drive traffic to the boutique hotel group’s site and convert these visits into bookings during the slowest season of the year – winter. The solution was to find a way for our media campaign to achieve extraordinary click-through rates in just 3 weeks.

02

THE
SOLUTION

A RICH MEDIA INTERACTIVE EXPERIENCE THAT USES YOUR SENSES TO RECOMMEND A HOTEL

Using a rich media banner experience, we were able to suggest to the user which of the three hotels – Franschhoek, Long Beach or Constantia – would best fulfill their dream getaway. All the user had to do was select 3 images from the gallery, and based on their combination they were directed to the appropriate hotel. To keep the experience fresh, new banners were uploaded weekly and wallpaper takeovers were also used. A combination of different ad types also ran on News24 and Traveller24, communicating luxury and warmth in an intimate setting while also conveying a sensory experience.


RICH MEDIA CAMPAIGN

03

THE
RESULTS

ACHIEVING CTRS THAT EXCEEDED THE CAMPAIGN BENCHMARK AND INDUSTRY AVERAGE BY FAR

Click-through rate benchmark set for this campaign was exceeded 17 times and achieved an overall CTR of 2.89% versus the travel industry average CTR of 0.11% for standard ads and 0.12% for rich media ads.
Rich media billboard banner ad had the best performance overall with a CTR of 1.98% and a 2.64% interaction rate, exceeding the industry benchmark by over 426%.


CASE STUDY
VIDEO

CLIENT
TESTIMONIALS

FEEDBACK FROM OUR CLIENTS

STEVE ROBERTSON, MARKETING DIRECTOR, THE LAST WORD

“Working with the team on the new site’s initial launch media campaign opened our eyes to the possibilities when real creative problem solving is applied to the execution of media. The click-through stats etc. are all well and good but the main thing for us was bookings and we saw a considerable impact in our traditionally slow season of winter.”