Discovering this huge opportunity was a game-changer. The goal was bookings, which we achieved, but there was a lot more that came with it.
Moonlight Bay Suites got ahead of the game, doubling down on advertising during the quiet period so they could capture a large portion of the peak season market without peak spend. The lower competition meant the advertising budget was used more effectively, pushing down their spend and pushing up their margins.
But the real key was the connection to the audience. The right timing won’t mean anything if you’re not where your audience is when they really want to be spoken to. Having the right creative for the right platform was the biggest driver of success in this campaign.
The brand awareness generated through the Google Display Network ads was pivotal in really driving the direct traffic, and will push them to the top of mind in consumers’ research phase so that they’ll bypass third-party booking sites and go straight to Moonlight Bay Suites. Even during the peak period.
It also means they’ve got less capacity to fill going into the heavy advertising period, which will allow more flexibility in their strategy and higher yield for capacity, building on the brand awareness we created in the off peak.
At Dilate, we’re stoked we could get such amazing results for Moonlight Bay Suites and we’re looking forward to taking it even further in the future. We’re pumped to see them grow and scale up with the big increase in bookings. An exciting facelift could be on the cards for Moonlight Bay Suites in the future – and we’re pleased as punch to be on board helping them get there!