JURYS INN- ROUTE 75: THE UK’S ANSWER TO ROUTE 66
How could Jurys Inn regain high Local Organic Search rankings in the new Hotel Finder, especially in several important tourist destinations, and ultimately increase revenue?
Enter Route 57 – the UK and Ireland’s answer to Route 66 – a 2,500-mile drive across the UK, with 57 destinations, many of which have Jurys Inn Hotels. A motoring journalist and blogger drove the entirety of Route 57, allowing agenda21 Digital to orchestrate this unique content campaign.
Route 57 has been an unprecedented success – the results are way beyond anyone’s expectations. Not only did Jurys Inn regain top rankings for Local Organic Search in Hotel Finder in key destinations, but hotels in those locations have seen up to +236% YoY revenue increase as a direct result of the boosted positions.
Plus, some fantastic results for social media and press relations were a by-product of the campaign – Route 57 effectively evolved into a full-blown PR campaign, further raising awareness of the Jurys Inn brand over the long-term.
David is taking on the Online Travel Agent Goliaths – and winning!
WHAT WE DID
Jurys Inn prides itself on its local heritage and expertise, so we came up with the idea of Route 57 – the UK and Ireland’s answer to Route 66. Route 57 is a 2,500-mile drive across the UK, with 57 destinations, many of which have Jurys Inn Hotels. At a time when the British ‘staycation’ had gained popularity versus travelling abroad to go on holiday, the time was ripe for Jurys Inn to tap into this rising trend.
Based on our insight that the algorithm favours local links within its results, our approach centred on reaching out to local tourism websites and local news publishers along Route 57, and provide them with coverage of our trip, in order to directly impact local search results as we travelled along the route. Photos, videos, blog pieces, and social media content were scheduled throughout the journey so that Route 57 could widen its audience and reach as the campaign progressed.
Our knowledge and understanding of local links and citations meant we knew that local coverage containing the terms “Jurys Inn” and “hotel” would have a significant positive impact in boosting relevant search results, so we ensured all content used these terms.
We outreached to over 600 publishers local to the Route 57 destinations before, during, and after the trip, informing them about the route through their location and providing them with content. As the campaign progressed, interest increased from publishers, resulting in a ‘snowball PR effect’.
Route 57 has been an unprecedented success – the results are way beyond anyone’s expectations. Not only did Jurys Inn regain top rankings for Local Organic Search in Hotel Finder in Brighton, Edinburgh, Dublin, and Galway when they had previously dropped to the bottom, but the hotels in these key locations have seen up to +236% YoY revenue increase as a direct result of the boosted positions.
In fact, the campaign was so successful that significant amounts of content and outreach around Route 57 are now planned for the rest of 2016 in order to continue to raise Jurys Inn brand awareness and maintain Local Organic Search rankings.
Every one of Jurys Inn’s key locations regained top rankings – back to the Organic Search levels before Google Hotel Finder was introduced. And if that wasn’t enough, all hotels in those locations achieved significant revenue increases in the month following the campaign. 94 pieces of content and 3 radio interviews were generated by a variety of local news publishers throughout the UK, resulting in 278,000 coverage views.