Global Hospitality Brand
Their Story
This global hospitality brand operates a network of properties across a variety of destinations, offering services and amenities designed to appeal to the everyday vacationer.
The Challenge
The brand aimed to increase bookings among existing customers and drive more visits to their timeshare properties.
While they had an active Paid Search program, inventory was not at capacity—indicating missed opportunities. They needed to:
- Generate additional conversion demand
- Reach customers beyond those already searching
- Decrease cost per booking while increasing volume
The Insights
- Paid Search was already operating at peak efficiency, capturing existing demand but unable to scale further on its own
- Search primarily serves as a lower-funnel channel, meaning growth required increased investment in upper- and mid-funnel efforts
- There was a significant untapped audience not yet actively searching for the brand’s offerings
- First-party CRM data presented a valuable opportunity to reconnect with known audiences across additional channels
The Strategy
Rise evaluated the brand’s existing Paid Search efforts and confirmed they were already capturing the majority of relevant search demand.
With this foundation in place, the strategy shifted toward expanding beyond Search—leveraging audience research and full-funnel expertise to identify when and where customers were engaging outside of search engines.
A two-pronged, cross-channel approach was developed to increase awareness and drive conversions by reaching both existing and new audiences across key digital touchpoints.
The Solution
Rise activated a coordinated, cross-channel expansion strategy:
- Audience Strategy: Leveraged first-party CRM data to prioritize known audiences through segmentation
- Channel Expansion: Launched campaigns across YouTube, social media, and programmatic display to reach users earlier in the funnel
- Phased Rollout: Initiated with YouTube, followed by accelerated social campaigns and expanded display efforts across the open web
- Measurement Approach: Conducted correlation analyses to understand how upper- and mid-funnel media influenced lower-funnel bookings
The Results
The full-funnel strategy successfully drove incremental demand and increased bookings.
Analysis showed that leads grew in direct correlation with increases in upper- and mid-funnel media impressions. Each newly introduced channel contributed meaningful scale:
YouTube: +1.4M impressions
Social: +33% quarter-over-quarter growth
Display: +3.4M impressions
Search: 7x year-over-year growth
