PART6:DigitalMarketing

2FooterHotelOpeningPUSH–SofitelXiningDIGITALMARKETING

3FooterHotelOpeningPUSH–SofitelXiningDIGITALMARKETING

4FooterHotelPackageOfferPageCreation–SofitelXianLegendDIGITALMARKETING

5FooterJointPushonMayE-newsletter–SofitelXianLegendDIGITALMARKETINGJointPushSofitelXianLegend

6FooterHotelPackageOfferPageCreation–SofitelHangzhouWestLakeDIGITALMARKETING

7FooterJunee-newsletterjointpushSofitelHangzhouWestlakeDIGITALMARKETINGJointPushSofitelHangzhouWestlakeoffer

8DIGITALMARKETING(SofitelAAPCBudget)SearchEngineMarketing(Landing:)PERIOD:COSTUSD:REVENUEUSD:ROIBOOKINGS:IMPRESSIONS:Clicks:SUMMARYSearchCampaignislaunchedsincemid-March2015acrossTopSearchEngines(GoogleBing).Keywordsareinanaverageposition2.4.Withaseriesofsignificantpromotioneventsinthe1sthalfof2015(e.g.3=2nights,SuperSalesetc),whichhassuccessfullydrawnover355kadexposure,27kclicksUSD$200KRevenue.OverallROIis11.2MidMarch-JuneUSD$17,793USD$199,68611.2387355,36527,431**CostUSDisActualMediaSpendexcludingAgencyFee**BookingsRevenueUSDarereferencetoKenshooConversionReport(SofitelHotelbookingONLY)

9Keywordscover1)PureBrand,2)Brand+(CN/MO)Destination3)Generic+(CN/MO)Destination.Alargemajorityofclicks(63.2%)istriggeredfrom“Brand+Destination”keywords.IntermsofROI,“PureBrand”“Brand+Destination”keywordshavesimilarROIof15-16KEYWORDNATUREKEYWORDEXAMPLECOSTUSDREVUSDROIPureBrandsofitelsofitelhotel$3,228$48,80315.1Brand+(CN/MO)Destinationsofitelshanghaisofitelwandabeijing$8,652$142,29416.4Generic+(CN/MO)Destinationshanghaiodationbeijinghotelbooking$5,913$8,5881.5TOTAL$17,793$199,68611.2DIGITALMARKETING(SofitelAAPCBudget)SEMKeywordCoverage

10SearchCampaignsarerunningonGoogle(CN/HK/TW)andBing/Yahoo(HK/TW).81%(USD14,354)ofthetotalbudgetwasspentonGoogle,with85%(US