Brief
As part of the re-branding of the hotel under its new name and ownership, the client needed an extensive online PR campaign, to raise awareness and inform new and existing customers about 62 Castle St.
Results
Rippleffect created a stylish and contemporary new look and feel for the site, in keeping with the new branding for the hotel as 62 Castle Street. To ensure the site was especially prominent online to attract bookings, Rippleffect researched the online marketplace and optimised the site using keywords that related specifically to the hotel to bring in targeted traffic.
In tandem with this, the site was constructed from its fundamental stages to be search engine-friendly, with particular attention paid to the structuring and copy. This combination of dedicated strategy and alert planning ensured the venture was a great success; as a key example, the main aim of the 62 Castle St campaign was to appear high in the search engines for the keyword ‘Boutique Hotel Liverpool'.
When the site first went live this keyword was not listed within the top 100 in Google, Google all the Web and Google UK but after Rippleffect carried out the targeted strategy, it moved up the rankings to 2nd position across the three engines and has remained there for the past 6 months. In August 2006, 62 Castle St failed to appear in the top 500 in either Google or Google UK for ‘Luxury Hotel Accommodation Liverpool'; 12 months later it was number one in both listings, reflecting its place as the city's premier hotel.
