Fictional example of a digital marketing campaign for Holiday Inn Express Resorts - Bahamas.

1. Digital Marketing Campaign

2. Graphics
“Go Tropical with Holiday Inn Express Bahamas”

3. Holiday Inn Express Resorts
Bahamas
Objectives
1. Increase awareness of the new Holiday Inn
Express Bahamas Resort.
2. Increase the room occupancy level at the
resort.
3. Gain Twitter followers, Facebook Likes, and
page views on their website.
4. Acquire customers from the competition,
Atlantis Bahamas Resort
5. Overall increase sales and ROI.

4. Target Audience
 Families who like to travel
 Couples who want a tropical getaway
 Women ages 25-54 are the primary target.
 In particular, mothers and wives/girlfriends
ages 25-54 should be targeted.

5. Pinterest Contest
 Pinterest is used heavily by the target audience’s
demographic.
 Contest: Design a creative pinboard of their
dream vacation in the Bahamas.
 Require that participants follow Holiday Inn
Express on Pinterest
 Holiday Inn Express Bahamas would award
prizes to the top three pinboards.
 The first prize would be an all-inclusive, fully-paid
trip to the new Bahamas resort.

6. Pinterest
Age and Gender Demographics
 67.4% of users are Ages 25-54
 68% are women

7. Pinterest
Children and Annual Household Income
 28% of users have an annual household income
of $100,000+
 50% of Pinterest users are parents

8. Google Adwords
 Google Adword Honeymoon Campaign
 Example keywords: tropical honeymoon,
honeymoon resorts, resorts for
honeymoons, Bahamas resorts, Bahamas
honeymoon, Holiday Inn Express Bahamas,
Holiday Inn Express honeymoon, and
Atlantis Bahamas
 Google Adword Family Campaign
 Example keywords: family trip to Bahamas,
Bahamas family resorts, Bahamas resorts
for families, and tropical family vacations
 Different ads to promote honeymoon packages,
family packages, and other
discounts/promotions.

9. Budget
 Recommended Budget = $250,000
 Budget method as Percentage of Sales method
 This budget will reasonably meet the objectives
considering:
 Cost of Google Adwords CPC
 Prizes for the contest
 Labor at about $200 an hour for digital
media agency work

10. Tactics
 Increase traffic and awareness by gaining
followers, friends, and page views.
 Promote Pinterest contest through Facebook
and Twitter.
 Launch Google Adwords Campaign.
 Use Keywords that divert potential Atlantis
customers to Holiday Inn Express Resorts
instead.
References
The New Rules of Marketing & PR
The New Media Driver's License
Mashable, Pinterest demographics:
http://mashable.com/2012/02/25/pinterest-user-demographics/