Key Results
BACKGROUND
Clermont Hotel Group, home to 17 four-star hotels based in London, is always looking for creative ideas to stand-out from their competition, increase brand visibility and revenue. Our brief was just that: increase bookings through creative digital ideation.
We turned to one of London’s greatest features – the food scene. From Michelin-star restaurants, gourmet bakeries and hidden gems, London has it all. Luckily for Clermont, many of these destinations are right on their doorstep and we had the data to prove it. The project saw Found create a list of hidden gems for foodies that Clermont could use to power their marketing campaigns and position them as the go-to accommodation for foodie travellers.
CHALLENGE
For Clermont Hotel Group, gaining market share (and associated traffic and revenue) while standing out from the crowd are key goals. However, capturing the attention of potential customers within the ever-changing digital space requires creativity and cross-team efforts. Clermont Hotel Group needed a compelling strategy to address these challenges head-on.
Food offers a global audience the authentic opportunity to connect with the local culture and traditions. Dining at a popular local spot would allow guests to truly “taste” the essence of a place, turning their hotel stays into a culturally enhancing experience, rather than just accommodation. As a result, we aimed to anchor the Clermont Hotel Group’s brand visibility in local popular foodie culture.
OUR APPROACH
“We analysed millions of social media posts and engagements on Instagram through mining user-generated content on restaurants and other places of interest. We used AI and data science to deliver actionable insights to content, SEO, and paid media teams of the Clermont Hotel Group."
SOCIAL MEDIA DATA
We sifted through millions of social media posts and engagements to extract insights, a task immense in scope and requiring highly technical expertise.
UNDISCOVERED FOODIE DESTINATIONS
We developed a proprietary ranking formula that could accurately distinguish 'hidden gems' – food destinations people are passionate about but were relatively undiscovered.
DATA-DRIVEN STRATEGY
We crafted a compelling and data-driven strategy and communicated it to less technical audiences. It needed to be diverse and touching upon every facet of digital marketing.
We used generative AI to develop a full marketing strategy for Clermont including the transformation of our insights into compelling narratives and imagery.
Our recommendations set the hotel up for success across marketing channels (paid, organic, SEO and email) which included: targeted social media ads to users who have engaged with posts about a hidden gem, blog articles and video series that highlight the best hidden gems, monthly newsletters that feature a different hidden gem each month.
“Through the combination of these solutions, Clermont Hotel Group has a unique, data-driven approach to take the guest experience to the next level and truly differentiate their brand in the London hotel market.”
RESULTS
The numbers speak for themselves:
Our solution helped Clermont promote their hotels as a destination for foodies visiting London and to reach unexplored markets and audiences.
34.4% higher than the benchmark CTR for the Travel and Hospitality industry.
Generated more than £26 for every £1 spent on ads for this group.
2.99x higher than the Travel and Hospitality conversion rate.
"Found is fantastic, I'm so happy that we managed to find Found (no pun intended) They have great people, and they are such assets to the company. They are friendly, knowledgeable, hard-working, and diligent. I could not come up with enough superlatives to describe them."
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CLIENT
Mission
Our mission was to bring personal interest stories to life and translate them to the world of work.
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