Aussie travellers encouraged to stay local in new campaign for Stayz via digital studio Captiv8
Australia’s leading holiday rental accommodation website Stayz.com.au has successfully
tested daily deals and integrated social media in their latest campaign to encourage Aussies
to holiday in Australia, despite the strength of the dollar.
The recent campaign entitled ‘The Great Stayz Get-Together’ was designed and developed in partnership with digital studio Captiv8 and showcases that there’s no better place to get together with family and friends than at a Stayz holiday rental.
Live daily holiday accommodation deals with discounts of up to 50% on holiday rentals were
offered during the 100 day campaign period, consumers could book via a live payment gateway and then share out to friends and family via Facebook. A competition to win a dream get-together created a platform for deeper engagement with consumers and sharing through social media was at the heart of the promotion.
With a relatively small media spend, the results were strong with over 220,000 unique visitors to the campaign microsite, 11,000 new Facebook fans and an increase in both
unaided and prompted band awareness for Stayz.
Over 69% recommended the promotion to
family and friends, and over 80% said the campaign had increased their consideration of
using Stayz in the future when booking a holiday.
Ali Cassim, marketing director for The Stayz Group said: “We’re delighted with the results. The fact that we realized a direct return on investment whilst also building our social media fan base and increasing brand awareness speaks for itself. The trial in the daily deals space
has also provided great insights that will be used to support longer term product plans on
Stayz. Partnering with Captiv8 has really helped us to optimise campaign led digital engagement and their understanding of the Stayz brand and the digital landscape was crucial to the success of this campaign.”
Says Keir Maher, Captiv8’s business director: “I think the reason this campaign was
so successful is because we took a very unique approach to bringing Stayz properties to
consumers. Utilizing a live “Daily Deals” proposition and combining it with social media
connectivity, site usability plus the incentive of a compelling competition has seen an
impressive consumer response to the campaign.”