Challenge
A new luxury hospitality brand needed to quickly build awareness while driving qualified traffic from travelers actively researching hotels, dining, and experiences.
Strategy
Aletheia deployed a values-driven, full-funnel media strategy designed to generate high-intent traffic and early booking demand across rooms, dining, and experiences in a competitive luxury travel market.
Instead of relying on traditional demographic targeting, the campaign combined:
- Research informed the audience strategy. Values-based insights identified the motivations associated with luxury travel and premium hospitality, providing the foundation for traveler personas and custom audience segments.
- Insights became actionable media audiences. Custom segments were activated across paid social and programmatic channels, bringing the research into prospecting and audience development.
- Messaging reflected audience motivations. Pluralytics content intelligence informed messaging and creative analysis to strengthen alignment between the brand’s story and the values of its intended travelers.
- Media supported discovery and consideration. Paid social and programmatic introduced the property and its experiences, while retargeting re-engaged visitors and paid search captured active hotel and dining interest.
Together, these strategies created a coordinated system that connected research insights, optimized content, and precision audience targeting across channels.
Impact
Paid Social became the leading user-acquisition channel in the reported March–May period. GA4 recorded 30,780 Paid Social users in March, increasing to 41,302 in April—a 34% month-over-month gain—and approximately 25,800 in May.
The contribution extended beyond initial visits. In April, Paid Social generated 41,280 sessions and 27,664 engaged sessions, demonstrating substantial on-site engagement alongside acquisition scale.
As the campaign evolved, explicitly identified custom segments delivered measurable results across both paid social and programmatic.
Results
- 833 leads from custom Paid Social audiences. June’s custom-segment Meta campaign generated 833 leads on $2,412 in spend—approximately $2.90 per lead, with lead volume within 2% of the Claritas audience campaign on nearly equal spend.
- 2.32 million programmatic impressions through custom segments. June’s custom audiences were activated across display, online video, and streaming TV, extending the audience strategy across multiple formats.
- Custom display audiences led programmatic click efficiency. The June custom-segment display campaign generated 3,238 clicks at a 0.25% CTR, ahead of retargeting at 0.17% and custom online video at 0.14%.
- Paid Social delivered acquisition and engagement at scale. April produced more than 41,000 users and 27,000 engaged sessions through Paid Social.
- The broader media strategy supported sustained website activity. Overall website sessions exceeded 100,000 in April and reached 85,460 in May, including 73,938 engaged sessions in May.
Why It Matters
Most media strategies start with channels.
Aletheia starts with values and motivations.
By combining values-based research, AI content intelligence, and custom audience targeting, brands can connect with the right audiences earlier in the decision journey—driving stronger engagement, higher-quality traffic, and better marketing performance. Contact us today to get started.