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Client
Since 1994, Paramount has evolved into a serious player in the UK hotel market, with 24 properties across England, Scotland and Wales. For the past four years, the client has enjoyed a successful working relationship with Pod1, resulting in three site designs and builds, online marketing, pay per click, SEO, and email marketing solutions. One of the most significant projects between the two companies is detailed below.
Objective
Paramount Hotels’ previous website was inflexible, expensive and dated. Aware of the Internet’s vast capacity to generate online and offline bookings, Paramount wanted a complete rethink of its web strategy and online branding. Ancillary initiatives to inspire clients to access the site and make reservations were also required
Solution
The heart of the campaign involved creating a website that was attractive, accessible and easy to use, with huge search-engine viability. Pod1 not only achieved this, but also developed a versatile content management system that can be managed in-house – allowing Paramount to edit and add hotels as the group develops
Result
The website compliments Paramount’s existing branding and gives the group a prestigious online presence. The email marketing campaign continues to achieve excellent results (with open and click rates of around 40-45%), and Paramount acknowledges that the online relationship between its hotels and their clients is becoming increasingly valued by all parties. Within six months of launching the new website, revenue generated through web offers and referrals was up 83% on the previous year. The site has won the Hitwise 100 award and benefits from Google number seven ranking for the majority of hotel search phrases. Traffic to the site has increased tenfold in the last year alone and revenue is up 768% year on year. In May 2007, Paramount won the honour of being named Best Hotel Website in the Travolution Awards 2007.
“The flexibility and functions of the new website have finally brought our online identity in line with our brand. Working with Pod1 enabled us to realise the full potential of the Internet and the many online marketing opportunities available to us.”
Debbie Milburn, Group Marketing Executive, Paramount Hotels
