A part of Lore Group’s branded hotels, Riggs Washington DC is a destination for the modern traveler, located in the historic former Riggs National Bank building on the corner of 9th and F Street. Paying homage to the building’s legacy, each of the property’s 181 guest rooms and suites is reminiscent of a private safety deposit box, while serendipitous details throughout the hotel draw on a narrative inspired by the golden age of banking.Riggs came to Spherical with a need to develop and execute a cross-channel, multi-phase marketing strategy for the hotel’s opening. Key objectives included establishing the brand positioning, driving awareness and transforming awareness into engagement and engagement into advocacy. Then, as the ultimate goal, we focused on generating demand and revenue via the hotel’s website.
Digital brand creative direction is the bridge between standalone branding, and the complex application of a visual identity system applied to various digital channels that include website, social media, email marketing and email communications, SEO and more. We crafted a comprehensive "Creative Direction" for Riggs based on research and expertise that included objectives and metrics, positioning, guest profiles and user personas, content strategy, as well as photography, messaging, and advertising directives.
We designed, developed, and launched a custom single-property website, engineered to be fully-responsive and cross-device optimized. Key strategic web tactics included: an editorial design aesthetic, an interface designed to AB test, customizable campaign landing pages, on-page content development with keyword optimizations, a visual balance of lifestyle (social) and product photography, and an intuitive booking system.
Our approach to Riggs performance efforts employed an integrated digital marketing strategy that drove website traffic and conversion by marrying infinitely customizable, ROI-driven marketing campaigns with organic search best practices. From an SEO standpoint, through keyword research and on-page optimizations, as well as metadata framework and site structure creation, we proactively optimized against constantly changing algorithms to keep the Riggs website performing at the highest-level during the pre-opening, opening, and post-opening phases. For paid marketing, our philosophy and approach to Riggs SEM was built on developing revenue driving digital campaigns designed to meet demand in target markets from pre-opening to post-opening. We launched a customized, 6-month paid media campaign with multi-channel placements and ad types including dynamic display, social, paid search and metasearch with two distinct objectives: increasing brand awareness and driving direct conversion. We maximized every dollar spent on paid search marketing by leveraging strong organic results, developing customer audiences, creating compelling ad copy, and building robust landing pages.
We supported the hotel opening through a successfully launch of a high-performing website and digital marketing strategies that increased awareness for Riggs in DC and feeder markets, reached our target audience of potential new customers, and drove traffic and revenue to the Riggs website.
6.5MPaid impressions, pre-opening
30%+Of total website sessions from organic search
1.18%Website conversion rate during the opening month