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Wyndham Hotels Generates Wedding Leads Via SEM

Jon Schepke
Proceed Interactive

Problem

Wyndham Hotels, asked us to help them capture a significant level of market share in a very specific category: qualified buyers researching, planning and booking their weddings via the Internet and on the major search engines.

Solution

Proceed Interactive's team reviewed many possible tactics and settled on pure search. Even though the travel / tourism space is arguably the most challenging market space to achieve high rankings in, our team was confident that pure search was the right choice. The search marketing team distilled hundreds of possible search terms down to approximately 40 broad-based wedding related search terms and phrases related to the weddings industry. The top 11 relevant to selected Wyndham properties and the services they offer were selected for keyword optimization.

Results

This ongoing campaign generated over 3,000 wedding related leads for the 20 resort properties listed on the site, during the first year. This represents an average of 9.9 leads per day or approximately 290 leads per month, representing over $21 million in potential business. 2003 forecast: 4,350 leads and $30.5 million in opportunities.

 

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