In Our Nature Acquisition | 2011 IAB Awards Winner

Posted by IAB Australia On July 28, 2011 Research & Resources


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.”


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.