Dating all the way back to 1951, Hotel Duval is one of the most recognized boutique hotels in downtown Tallahassee, Florida. The storied hotelier which is part of the Marriott Autograph Collection, was seeking a comprehensive strategy and creative approach in order to encourage repeat visits as well as attract new guests across multiple market segments.
An integrated advertising and marketing campaign was launched: “This is my place. This is my Duval.” The campaign emphasized the personal connection that each hotel guest has with the hotel as soon as they walk through its doors. Campaign elements were layered with messaging that was directed to five key audience segments:
- Business people and meeting planners
- FSU alumni and their parents
- Nightlife seekers
- Wedding planners and brides-to-be
A new website (hotelduval.com) was designed and launched with the same large imagery and storytelling style as the campaign. Upon launching the campaign, Hotel Duval realized a 35% lift in website conversions, and a 20% increase in the average daily rate (ADR). The hotel property also maintained a steady occupancy rate which surpassed their goals.