Analysis of Intercontinental Hotel's Digital Marketing Campaign Report

This report outlines a comprehensive marketing campaign plan for Intercontinental Hotel, focusing on attracting travelers globally through digital channels. It identifies the target audience as young and digitally active travelers, along with older demographics engaged on social media. The campaign sets SMART objectives, aiming for a 30% sales increase within a year, and provides a rationale centered on leveraging digital marketing to overcome challenges in the hospitality sector caused by the COVID-19 pandemic. The report details branding messages emphasizing 'reliable stays,' and highlights the use of various promotion mediums including social media, digital platforms, email marketing, and SEO strategies. It also outlines above-the-line and below-the-line promotion channels, a budget of $500,000, and key performance indicators (KPIs) such as social media search, online marketing ROI, traffic-to-lead ratio, organic traffic, and lead-to-customer ratio. The report concludes by summarizing the strategies to channelize the brand in digital marketing plan, targeting young travelers to gain effective success in the market.

Assessment 2: Marketing
Campaign

Table of Contents
Introduction...........................................................................................................................................3
Target Audience................................................................................................................................3
Goals for campaign............................................................................................................................3
Rationale for campaign......................................................................................................................4
Branding message detail and reasoning.............................................................................................4
Promotion mediums...........................................................................................................................5
Medium of Promotion Channels............................................................................................................5
Budget...............................................................................................................................................6
Key Performance Indicator....................................................................................................................6
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................9

Introduction
Marketing team of Intercontinental Hotel is planning to launch a marketing campaign
to take competitive advantages in the market by attracting potential customers to stay in the
hotel. Company is launching its digital marketing campaign to attract all travellers all across
the globe. This campaign will target all travellers and people interested towards travelling
over different digital mediums and applications over social media and internet. This task will
cover all the details like target customers of the campaign, objectives of the campaign,
rationale for the campaign in respect to Intercontinental Hotel, branding message part of the
campaign and various other details relied to the campaign.
Target Audience
Intercontinental Hotel will target all the travellers all across the glove in this digital
marketing plan. This plan would try to attract the travellers young and old and also to all the
people who likes to explore different places in the world. The target audience for the
company in this marketing plan will be associated with the young travellers that like to
explore the places on a continuous basis (Hanlon, 2019). This marketing plan will target all
these customers over various digital promotion channels and networks. Company will also
target to such customer that belongs to old age but active over social media and digital
platforms and likes to travel the world.
Goals for campaign
Company is using smart objectives in this marketing campaign. SMART objectives
will involve specific, measurable, realistic and achievable and time bound.
Specific: Intercontinental Hotel is trying to attract the travellers across the globe. Company is
specific in respect to its target customers in this marketing plan. Company is trying to
increase its sale by 30% in this marketing campaign (Li, 2018). The campaign specifically
tries to target the young travellers based all across the globe.
Measurable: The sales growth of company is measurable. Company can easily measure in
the sales figures of company.
Achievable: The objectives of this marketing plan are achievable in nature. Company had
previously achieved the growth rate of 30%.

Realistic: This objective of marketing plan is realistic in nature. The objectives are realistic
in nature as the company can achieve all these objectives with the support of suitable
strategies.
Time bound: Company will try to achieve these objectives within the time spam of one year.
Rationale for campaign
In the current COVID 19 situation where the hospitality sector is witnessing huge
crisis all across the globe. Guidelines of World Health Organisation also restrict the travelling
and all travel plans. Only if it very essential than only someone must go out to travel the
world. The COVID situation has totally closed the growth rate of hospitality organisation
especially in respect to the foreign tourists. Even the local traveller is not coming to explore
the destinations in the home country. The situation is totally not suitable for the growth and
development of the hospitality industry. This marketing plan of company will allow the
Intercontinental Hotel to attract the travellers towards the hotel (Leonard, 2017). This
campaign would allow the organisation get engaged with local travellers in respect to
company’s services, precautionary measures hotel is focusing to overcome the impacts of
COVID and all other precautionary measures company has taken to protect the safe
environment to customers. Intercontinental Hotel gives huge value to cultural factors in the
hotel. The hotel management try to give proper environment in hotel that can support every
culture in the world.
Branding message detail and reasoning
Intercontinental Hotel will position its products in the marketing campaign with the
guidance of magazines, social media, digital channels and other mediums like search engine
optimisation strategy. All these strategies would support the company to position its products
in such a way that all potential travellers of company that are identified as the target
customers for the marketing campaign will cover in this strategy. Marketing team of
Intercontinental Hotel has made the message like “reliable stays” for this marketing
campaign. This message is denoted that company will ensure the safe stay of all the
customers even in the COVID situation (Mudigere Keshava, 2020). As the young travellers
looks everything before doing any bookings like safety, convenience and all other things.
They check all options over internet before booking the stays. This campaign will appeal to
such travellers in respect to safety in COVID situation.

Promotion mediums
Different promotional channels will be used in this marketing campaign. Company
will use channels like social media applications like Instagram, Facebook, Twitter and other
social media applications. Company will also promote over digital channels like Amazon
Prime, YouTube, Hotstar and many other digital platforms to promote its products. Company
will also use email marketing and search engine optimisation strategies for this marketing
plan. All these strategies would allow the Intercontinental Hotel to attract all potential
customers active over all different social media channels and digital platforms. Search engine
optimisation strategy of company would support it to attract the buying decision of customer
while he look of research to analysis all reasonable and safe places to say in the current
COVID situation.
Medium of Promotion Channels.
Promotion refer to as a process in which product is advertised in effective way to
attract large number of customer and increase market share of the organization. There are two
types of promotion channels use by Intercontinental Hotel, namely above the line and below
the lines. Marketing use various kinds of platform to promote product such as on digital
platform, media, public relation etc.
Above the line Promotion Channels:
Company can use of digital media for promotion to attract large number of customer,
there is increase in number of social media and hence support social media promotion of
product. COVID has strong effect on tourism industry. Company can use social media sites
such as Facebook, Twitter, Instagram, YouTube, LinkedIn etc. for their promotion and these
sites are highly used in all around the world. Company can hire professional blogger, content
writer etc. for social media advertisement and promotion of Hotel (Biaudet,2017). Firm can
also collaborate with various social media celebrity for promotion of their product as they are
more famous among customers. Organization can also use media platform such as television,
magazine, radio etc. for promotion of services. Because of large number advertisement for
various organization, social media user off this add and on other hand there is no option
available on media platform such as television, magazine etc. and hence company can invest
in media platform for promotion.
Below the line:

In this organization promote services and product through personal connections but it
is limited with targeted customers such as loyal customer of the organization, old customers,
youngsters etc. Intercontinental Hotel use loyalty card, gifts vouchers, personal selling, and
display boards, messages, mails etc. to connect with customer and promote services and
product of the organization (Capik, 2019). In pandemic attracting customer using mails or
other can impact on growth of the organization.
Budget
Marketing team of Intercontinental Hotel has set a budget of $ 500000 that will
involve $150000 for ABL, $100000 for BTL and $250000 for Dev and Production. This
budget will allow the company to achieve all its objectives behind the market plan. Proper
budget is also the necessity in the marketing plan as it allows the company to achieve the
proper resources needed for the marketing plan.
Key Performance Indicator
There are various types of KPI use by organization to monitor and control campaign
activities.
Social Media Search:
In Social Media Search marketers observe how many customers attracted from social
media marketing practices of the organization. In this company gather data of number of
customer’s before the advertisement and after the ads for particular period (Papazapraidis,
2020). It can easily show numbers of increasing customer’s towards firm from social media
marketing techniques.
Online Marketing ROI:
In this organization check return from investment on online marketing. It helps firm in
understanding impact of online services on customer buying behaviour.
Traffic-to-Lead Ratio (New Contact Rate):
Traffic gives details regarding customers visiting sites which help in make changes
and improvement in online pages. Conversion rate optimization again helps organization in
making changes such as design, form, etc.
Organic Traffic:
It helps to determine number of online visitor increasing on online platform and hence
show performance of marketing.
Lead-to-Customer Ratio:

Lead-to-Customer Ratio helps marketers in calculating sales and it divided into parts,
namely Sales qualified Leads and sales accepted leads. Sales qualified lead refers to leads in
which customers will purchase product after solving query and on the other hand accepted
sales leads are the one in which customer's buy product.
CONCLUSION
This report has projected different aspects related to company’s marketing planning.
Strategies like social media, digital marketing, email marketing, search engine optimisation
and other relevant strategies can be used to channelize the brand in digital marketing plan. As
the marketing plan of company target to young travellers who are active over all these
platforms which allow the company to gain an effective success for the marketing plan of
company in market.

REFERENCES
Books and Journals
Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of creating an
Influencer Marketing Campaign on Instagram.
Capik, P., 2019. Place Marketing, Promotion and Investment Attraction. In Foreign
Investment Promotion (.pp. 51-80). Palgrave Macmillan, Cham.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Li, Q., 2018. Digital Marketing Plan For A B2B Company: Case company: Verkotan.
Leonard, I., 2017. Carrying out Your Marketing Plan. Law Prac., 43, p.54.
Mudigere Keshava, S. K., 2020. Developing a Marketing Plan for LNGTainer Oy.
Papazapraidis, F., 2020. Marketing Plan for Kleemann Lifts UK.