Hotel Grand Chancellor

Overview

Hotel Grand Chancellor is one of the world’s leading hotel groups with properties located throughout Australia including Adelaide, Brisbane, Hobart, Launceston, Melbourne, Palm Cove and Townsville. In New Zealand they have hotels in Auckland and Wellington.

The Challenge

Due to the increase in the paid search media space and the unique location each of their properties operate in, Hotel Grand Chancellor was looking to bring their SEM (Search Engine Marketing) from their global marketing agency to a locally based innovative digital agency with an in-depth knowledge of both the Australian and New Zealand markets.  With the increase in competitiveness in the search engine results especially by the OTAs (Online Travel Agents) and the introduction of many new search marketing products, Hotel Grand Chancellor needed a fresh and dynamic approach to their SEM.  The goal was to increase ROI and drive more direct bookings via their websites.

The Solution

Fastrack was tasked with achieving these objectives and created a new search engine marketing strategy and individual campaigns for each property, market and local area. Fastrack implemented a combination of mobile & desktop strategies designed to improve the previous performance.

The Results

Working closely with Hotel Grand Chancellor’s Director of Marketing and eCommerce and the individual sales and marketing and management teams of each property, Fastrack was able to deliver a new localised search marketing strategy together with ongoing data-driven campaign optimisation which dramatically improved their ROI on paid media.

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