2011 IAB Awards | Search Marketing – Paid Search Winner

In Our Nature Acquisition
Agency: Maxus
Client: Shangri-La Hotels and Resorts

Within Western markets, Shangri-La Hotels & Resorts did not enjoy top of mind consideration in the luxury hotel category and accessing this global audience represented a huge opportunity. The main campaign objectives were to position Shangri-La as a leader in luxury hospitality, lifting brand consideration and increasing revenue generated by Paid Search to $1.5 million per month (+25%). It also aimed at maintaining current ROI and at increasing Search revenue to 60% of total online revenue (up from 53%). Search was required to capture the interest generated by this advertising and drive customers to a booking.

The search channel grew by 22% or $1.4 million in incremental monthly revenue, compared to the previous campaign. The contribution of search grew from 53% to 63% of all online bookings, outperforming other channels. Shangri-La had an average position of 1.9 for "Luxury Hotel" hotel searches in all destinations for 80% of monthly searches and was in the #1 position for 60% of all search impressions (Google and Yahoo search engines, July 2010 – Feb 2011).

Judges' Comments
"The entrant presented a clearly articulated template and a succinct package, the objectives were clear and they hit them. The campaign was well-integrated with refined media and a strong use of research informed the strategy. It demonstrated a wide use of global channels with local activity running alongside them. They did smart things with a big budget. The cross-media framework is what tipped it as the winner for the judges."

Related Information: