SiteMinder is a technology company offering an e-commerce platform that allows hotels to sell their rooms on their own websites and through third parties like online travel agencies.
SiteMinder already has a presence in Indonesia and understood the opportunity in the country to their interest, knowing that Indonesia is trying to recover it's tourism economy, plus, as the representative of the non-G20 country, due to the pandemic, Indonesia is launching it's campaign to recover stronger in the G20 platform in November 2022.
SiteMinder's central objective was to reactivate its brand in the market now that international tourism was returning to the country. Our approach to helping them achieve this goal was to actively engage with key industry stakeholders including hotel association bodies, hoteliers and travel industry enthusiasts through a series of media opportunities and a roundtable discussion. A central conversation that was happening amongst this audience of stakeholders was the challenges the industry faced during the pandemic, and what the post-pandemic traveling industry looked like for Indonesia. With the approach of the G20 in Bali, Bali was the perfect place to directly engage with this group of Individuals and spark media conversation that would have a national reach.
SiteMinder's core selling point was their strong brand awareness already in Indonesia as well as the fact that they are a leading e-commerce platform that allows hotels to sell their rooms on their own website and through third parties like Agoda, Booking.com, Airbnb, Tiket.com, and others.
When we accepted the opportunity, we knew that this project would be a challenging due to the current economic situation in Bali and Indonesia broadly. It was one of the worst places that got hit by the tourism sector knowing that 80% of Bali's economy is tourism driven.
So - we set the expectation clear, however, we did 2 months of market research for SiteMinder, and the result was that the Industry was coming back slowly. Bali, now, more than ever is one of the most desirable places to travel to, especially from its closest neighbor, Australia.
With that in hand, Jesse, one of my business partners in itchi digital, put together a strategic positioning plan for SiteMinder Indonesia and how to re-enter the market and re-engage. Here are a few of the strategies that we put in place and successfully executed;
We suggested an in-person event for SiteMinder which offered a lot of opportunities to gain media coverage and industry recognition.
An in-person event in Bali, for the industry, was long awaited. So it’s only right for SiteMinder to move forward with the idea, and to gauge the response of their brand in Indonesia. The event was a success, with over 90% attendance list of 114 participants (hoteliers, General Managers, media, key industry leaders).
With a demographic of high-level decision makers, SiteMinder needed to be very practical in approaching their potential leads. With the post-pandemic economy, we suggested running digital tangible promotions that would provide value to their target audience.
We crafted a few different messages ranging from; discounts right after the Roundtable Event Discussion, followed by Unique Value Proposition messaging, and then we conclude the campaign with user-generated content like testimonials aiming to cultivate social confidence in the user’s buying state.
📌 We did the campaign in both English, and Indonesia, knowing the landscape of CEO, General Managers of Hotels in Bali are mixed of Locals and Foreigners.
We reached over 1,8 million impressions with 13k clicks. The key learning of this campaign is that understanding the local context of the demographic’s behavior will set your campaign budget in a more effective direction.
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