A part of the well-known Doyle Collection, The Dupont Circle Hotel recently underwent a dramatic transformation in collaboration with world-renowned designers Martin Brudnizki and the New York-based Clodagh, bringing fresh style and sophistication to the nation’s capital. The Dupont Circle Hotel came to Spherical with a need for a digital overhaul, to create a digital presence for the property in a holistic, fresh perspective.
Our approach to search marketing employs an integrated digital marketing strategy that drives website traffic and conversions by marrying customized, ROI-driven marketing campaigns with organic search best practices. In Q1 2020, we re-launched prospecting and retargeting paid marketing campaigns for The Dupont Circle with display, paid search, and social ads focused on driving website revenue and increasing brand awareness domestically.
Through consistent measuring, optimizing and tailoring of marketing efforts against specific revenue goals, we've strategically mapped out the right media mix to meet guests of The Dupont Circle Hotel wherever they are in their booking journey. We've also employed detailed search engine optimization efforts including website content quality improvements, technical and usability updates, and implementation of a thorough off-page SEO strategy with the addition of relevant backlinks and digital business listing optimizations.
Our social media stays up-to-date with the seasons and key events of the destination while providing insider-access to the neighborhood. It also features the hotel's elegant design and unique amenities while speaking to the heritage of the property and the brand.
Our visual curation is minimal with an editorial element. We embrace boldness within simplicity by using a narrative driven approach as well as bold typography in certain content pieces.
Content marketing several key functions within the digital ecosystem, driving demand and supporting conversion through strategic SEO-driven content and cultivating a strong brand identity through longer-form, immersive content that encourages loyalty and brand advocacy. We are working with The Dupont Circle to implement a new content marketing strategy following the property's renovation in 2020 to establish the newly reimagined hotel as a luxurious, design-driven hotel and neighborhood staple through strategic storytelling, showcasing of on and off-property experiences, and the establishment of brand advocates through profiles of local personalities and partnerships with relevant influencers.