The Godfrey Hotel Boston
Point B originally developed The Godfrey Hotel brand for an Oxford Capital property in Chicago's River North neighborhood. When Oxford purchased Boston's Armory and Blake buildings in 2012, Point B was tasked with expanding the Godfrey brand beyond Chicago, launching the new Godfrey offering in Boston. Point B continues to support this hotel today.
Digital marketing strategies have become increasingly important for the hospitality industry, and it's essential to leverage them effectively to attract both leisure and business travelers. With video performing so well on programmatic and social platforms, Point B scripted, storyboarded, shot, and edited together leisure and business transient video assets to drive hotel bookings. We combined these with static/carousel banner ads to A/B test and determine the best performing and most cost-effective tactics.
The digital results achieved on behalf of Godfrey Boston have been outstanding, with the programmatic display campaign (running video) reaching an unprecedented 3.20% CTR for leisure and 2.67% for business transient.
Facebook CTR for the local market reached over 3.6%.
We drove extremely high hotel occupancy by effectively combining programmatic display, paid social advertising (Facebook and LinkedIn), travel intent advertising (Sojern), and other digital marketing strategies. We maintained a solid online presence in a highly competitive market.
The Godfrey brand has proven so successful Point B has continued to help Oxford Capital launch new Godfrey properties in Tampa, Hollywood, and Detroit.