While Donald Trump has one of the most recognizable names in the world, the Trump Hotel Collection did not have the same level of awareness with consumers. A relatively new brand, Trump Hotels are a collection of ultra-luxury properties located throughout the U.S., Panama and Canada. Trump asked MMGY to build a new brand for its hotels and create a multi-channel marketing campaign, including online and offline media, social media and the development of a new web platform, to drive awareness.
While the Trump name means many things to many people, it’s synonymous for its unwavering standard of excellence. That level of quality is translated to every detail of the hotel brand. Just like its namesake, each Trump Hotel is a true original. And just like the Trumps, their brand represents a lifestyle to which many people aspire. MMGY created a brand that invites travelers to live the life without boundaries, limits or compromise. A member of the Trump family doesn’t just walk into a room, they own it. Similarly, you don’t stay at a Trump Hotel, you own the entire city.
The new digital and print campaign captures the Trump attitude by encouraging travelers to own cities by staying at a Trump Hotel, using headlines such as, “Whoever said less is more, never had more,” or “You’re either staying at a Trump Hotel or wishing that you were.” The campaign is brought to life by a series one-of-a-kind images captured at each property that depict the Trump lifestyle.
MMGY also created a new website for the Trump Hotel Collection that captures the essence of the new brand. Visitors receive the same level of insightful service online as they do on property by being able to customize their experience and receive personalized attention from a Trump Attaché. MMGY also helped the brand plan and deploy an integrated media campaign designed to reach online and offline leisure travelers, travel agents and meetings/group planners.
Regarding social media, MMGY focused on accelerated growth of the collection’s channels while increasing engagement, referrals and conversions by developing consistent brand standards, editorial calendars and a themed content matrix.
The campaign and new creative elements quickly generated buzz around the brand, which resulted in an immediate increase in traffic to the new website. In 2012, the campaign generated more than 120 million impressions with nearly 135,000 inquiries driven to the Trump website home or special offers page, leading to more than $1.1 million in bookings revenue.
Through campaign and channel optimizations, all media continues to see ROI, specifically achieving a 715% ROI on targeted travel endemic sites for transient bookings by integrating both branding and direct response advertisements.