In November 2013 we met the Danubius Hotels’ marketing team. It was clear, that they needed to make significant improvements in the field of digital communication. As this channel had previously been used as an additional one, it was necessary to create a digital communication strategy, which strengthens their direct guest strategy both individually and during the development of integrated media campaigns.
We have created target groups based on business segments, who we can reach through digital channels. We analyzed previous market researches, as well as thoroughly examined competitors’ communication, and consulted with tour operators in order to find a new way to communicate, which is different from market’s entrenched communication behavior. Thus Danubius Hotels communicate services not products. Regardless of the destination, DH’s all domestic houses can be advertised at the same time and with the same weight, through messages related to different service packages arranged under umbrellas.
We believe that the new, uncommon way to communicate on the market, will contribute Danubius Hotels direct and indirect brand building. According to online reservations, and revenues realized through these reservations we can clearly see a positive change in 2014. In 2015 we further optimized the division of tasks between the Client, neo and partner agencies, under which we took a much stronger brand keeper role: focusing on image and relevancy building campaigns, thus further enhancing brand values.