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Getting hoteliers to ‘wake up’ to the power of Profitroom

introduction

When booking platform Profitroom set out to elevate their profile and reclaim UK market share, they needed a B2B PR partner who could bring their proposition to life through a strategic campaign using creative storytelling. 

Hoteliers were losing revenue and they weren’t aware of the solution to fix it. They were essentially asleep on the job, with revenue being lost as a result of an over-reliance on Online Travel Agents (OTAs). 

Despite Profitroom’s expertise in driving independent hotels’ direct bookings with high-converting websites, its messaging wasn’t hitting the right note with its target audience.

Profitroom turned to Smoking Gun’s B2B team to help them gain stand-out coverage against the competition with a PR campaign and new value proposition that raised brand awareness and reaffirmed their key messages.

Objectives

  • Increase brand awareness amongst outstanding resorts  
  • Build trust and credibility in the brand
  • Create a distinctive voice for the brand 
  • Elevate share of voice above key UK competitors
  • Reinforce key messages around market leading tech, supportive team and proven results

Armed with a deep understanding of the target market, our team sharpened Profitroom’s narrative and positioned Profitroom as the go-to tech provider for hotels ready to supercharge their success.

Our strategists uncovered the barriers holding UK hoteliers back from capitalising on Profitroom’s offering.

Enter the Wake Up campaign, aimed at jolting UK hoteliers into action by demonstrating the game-changing power of Profitroom’s tech solutions.

 

results and evaluation

82 pieces of high-impact coverage

across tier one trade and business titles, alongside coveted spots in The Times and Daily Mail

reached an audience of more than 197 million readers

with key messages featured in 96% of coverage

average domain authority of 60

across trade titles that usually require paid placements, including The Caterer, Hotel Owner, Hotel Management Network and Boutique Hotelier

achieved 50% share-of-voice versus competitors

after just nine-months of working with Smoking Gun

secured industry recognition

strongly resonating with peers and prospect clients

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