Burgh Island Hotel is a true gem, located off the coast of Devon. An iconic landmark that that at has been welcoming guests including Agatha Christie, Noel Coward and many other pre-war luminaries since 1929.
The beauty and intrigue of the island is one of the reasons Agatha Christie made Burgh Island her second home, inspiring the setting for both ‘And There Were None’ and the Hercule Poirot mystery ‘Evil Under The Sun’ and the island was featured in it’s 2001 TV adaptation.
In 2019 Burgh Island undertook a rebrand, from logo to hotel rooms, not a stone is left unturned, this of course includes the website…
Digital marketing brief...
We’ve been working with Burgh Island to drive more bookings, with the main focus to,
• Increase the brand awareness of Burgh Island Hotel by increasing visibility through paid ads.
• Increase bookings by driving high-quality traffic to the website via a promotional offer.
• Reduce the Cost Per Acquisition of online advertising by using an alternative to booking websites.
In order to tap into this unique British holiday niche, we suggested running a promotion using Facebook Advertising. The first campaign would run for 4 weeks, giving potential guests the opportunity to book a stay at Burgh Island Hotel between 1st Aug - 31st October at a reduced rate and it was a great success!
Such a success that we were awarded an opportunity to provide ongoing Facebook advertising to the hotel, and we’ve been doing it ever since.
What we did...
Facebook Advertising is a fantastic platform for this kind of campaign and we made sure we utilised all aspects of its many targeting features to pick out the perfect audience for Burgh Islands offers.
Using insights from Burgh Island and our own research, we built a custom audience that specifically targets potential customers with interests associated with luxury mid-week breaks. Burgh Island is one of a kind and definitely suits a particular person, we were able to use Facebook’s geographic and demographic targeting to pinpoint a relevant audience, in terms of means and location.
Facebook Advertising also allows for Video and Offer specific ad formats these are utilised alongside standard image ads and carousel ads, to create a feel and image that aligned with Burgh Islands brand.
Using research on the industry; creative ad copy, catchy headlines and purpose made images were utilised with some fantastic results.
By the end of the first campaign the results really did speak for themselves:
• 37,759 link clicks
• 727,041 people reached
• 1,169,512 impressions
The campaign managed to drive a whopping 544.96% ROI for all advertising and management costs, with an eyewatering Return on Ad Spend (ROAS) of 802.95%!
Overall Burgh Islands new Facebook page gathered an additional 1,400-page likes, with just under 59,000 post engagements (an increase of 1,417%)!