Centrally located in downtown Austin and a Condé Nast Top Hotel in Texas, JW Marriott Austin remains one of the most popular luxury hotels in the area. Known for its urbane comforts (including the city’s largest guest rooms with floor-to-ceiling windows), the property’s reputation is rooted in exceptional service and sophisticated amenities, including an on-site spa, rooftop lounge, seven bars, three restaurants, and much more.
The JW Marriott Austin needed to generate awareness for their rooftop bar and spa, while simultaneously positioning the hotel as the top choice for luxury Austin accommodations. The challenge: They didn’t know how to break through the noise of Austin’s cacophonous hospitality market, to reach the travelers and diners who sought their offerings and experience, without having the brand awareness to specifically seek out the JW Marriott Austin.
O’Rourke designed a carefully structured paid search campaign designed to reach the right eyes – not only those customers actively seeking the hotel’s offerings, but also those who were searching for the type of urbane hotel or dining experience that the JW Marriott Austin offers.
The hotel’s paid search campaign had a strong performance, most notably in return on ad spend: a 9.21-to-1 ROAS, or $9.21 in revenue for every $1 in ads.