Jury’s Inn plumps for agenda21 in new digital media strategy
Hotel group Jury’s Inn has selected independent digital media agency agenda21 to devise a new display and search strategy for the business as it seeks to streamline its marketing budget.
The move is designed to improve sales and occupancy across the chains 31 hotels in the UK and Ireland by improving prominence on search engines and mounting a digital display advertising campaign.
Agenda21 is set to link room availability to the hotels online marketing, which they will manage using real-time bidding, to adjust budgets in line with demand, location and targeting.
Suzanne Cannon, Group Marketing Manager for Jurys Inn, explains, “Following a period of review, we selected agenda21 because of the agency’s attention to detail and ability to convert a wealth of data into commercial marketing information.”
Rhys Williams, Managing Partner at agenda21, adds, “Jurys Inn operates in a fiercely competitive vertical sector in which a business has to making the best use of cutting-edge marketing technology to access their share of voice and revenue. We have interrogated Jury’ Inn’s data, analysing the hotels’ pricing and availability information alongside market data such as the volume of online searches for key terms and locations, to advise the hotel group on the granular changes they can make to optimise their digital channels. “
Later, agenda21 intend to build custom algorithms which will tally the availability of rooms, to search volumes and even weather data.