Kula Maya Marketing Case Study

Marketing Analysis

Case Study: Last-Minute High-Season Booking Campaign for Kula Maya Hotel

Situation

In mid-October 2024. Before the start of the high holiday season, I was contacted by Kula Maya Hotel to urgently launch a comprehensive advertising campaign. The goal was to attract tourists and maximize bookings for December and January.

With minimal preparation time, creating and repurposing high-quality content was critical for the campaign’s success.

At the same time, as they just finished some renovations and new areas, they wanted me present to take some videos and photos, with another videographer. So we could compile the concept for the ads.

TASK

Project Goal

Drive Direct Bookings: Reduce reliance on third-party platforms (e.g., Booking.com, Expedia) and increase bookings via the hotel’s website.

  1. Time Sensitivity: The campaign had to go live before November to capture high booking demand, during November and December.

  2. Content Gaps: While some visuals and videos had been created earlier, updated and fresh edits were needed to align with the campaign's seasonal messaging.

  3. Cross-Functional Collaboration: Coordinating with photographers, videographers, and the hotel management team within a tight timeline required efficient communication and decision-making.

ACTION PLAN

  1. On-Site Coordination:

    • Flew to Guatemala within 48 hours of the project’s confirmation to work directly with the hotel team and creative professionals.

    • Conducted an initial audit of the hotel’s existing photo and video library to identify assets suitable for repurposing.

  2. Content Creation and Editing:

    • Repurposing Existing Assets: Worked closely with the videographer and photographer to re-edit three existing videos and three sets of photos, ensuring they fit the campaign's seasonal theme.

    • New Content Production: Captured updated visuals highlighting:

      • The hotel’s lakefront views during sunrise and sunset.

      • Eco-friendly amenities and luxury dining experiences.

      • Culturally immersive activities, such as Mayan ceremonies.

    • Collaborated with the video editor to produce:

      • Two new video edits showcasing both fresh and repurposed footage.

      • Three graphic and photo edits tailored for ad placements on Meta and Google Ads.

    • Platform Strategy:

      • Meta Ads for engaging visuals to drive awareness and interest.

      • Google Ads and Trip Advisor for high-intent searches, such as “luxury eco-hotels in Lake Atitlán.”

Results

  1. Rapid Campaign Launch: Delivered a fully operational campaign in just 15 days, meeting the tight deadline for peak booking traffic.

  2. High Engagement Rates: Achieved a CTR of 4.2% on Meta Ads and 3.8% on Google Ads, exceeding the last years benchmark.

  3. Increased Bookings: The campaign led to a 26% increase in direct bookings, During December 2024 compared to December 2023.

  4. Efficient Asset Utilization: Successfully blended existing and new content to create a cohesive and visually stunning campaign.

Relevant achivements

  • Time-Sensitive Campaign Management.

  • Content Optimization.

  • Data-Driven Strategy.

  • Collaborative Execution.