Measuring the Power of Storytelling to Drive Revenue
Quantifying Earned Media Impact on Hyatt’s Business Results
Amidst a challenging business and media environment for the travel industry due to the COVID-19 pandemic, Zeno was tasked with securing positive earned media coverage around Hyatt’s points of difference and efforts to bring travelers back to its hotels and generate buzz around new and unique commercial offers. Supplementary to this challenge, Zeno’s Analytics team developed a plan to measure data around earned media’s impact, beyond just volume of coverage and potential reach.
At the end of 2020, Zeno began building and including trackable URLs in strategic calls to action, leading to Hyatt’s website in press releases and media outreach, encouraging journalists to include the unique links in their coverage of Hyatt’s latest initiatives, such as Work from Hyatt promotions, Hyatt Loves Local initiatives, and the brand’s 2021 global offers. The Zeno team was then able to leverage Hyatt’s website analytics platform and track site visits, bookings and revenue generated solely through secured media coverage. This allowed us to better understand which programs directly drove most business results.
Storytelling efforts helped Hyatt rebound, inspiring consumers to book hotel stays
visits to Hyatt.com directly from earned media placements
hotel room bookings through Hyatt.com
revenue generated as a result of bookings