ARUGA BY ROCKWELL

BOOK DIRECTLY, ENJOY EXCEPTIONALLY

BOOK DIRECT CAMPAIGN EXECUTION COVERAGE

Concept

Creative Direction

Creatives

Deployment

OVERVIEW

Aruga by Rockwell is a locally nurtured hospitality brand known for its passion of taking the greatest care of every guest. Echoing its name, Aruga Apartments by Rockwell is dedicated to delivering an exceptional, Filipino inspired experience.

The property stands out with its deluxe 114 apartment suites by offering convenience, seamless access to staycation comforts and business essentials, just steps from premier dining and shopping at Power Plant mall.

To maximize hotel revenue, I was tasked with developing a marketing plan aimed at boosting its online “Book Direct” business. I also crafted and delivered tactical campaigns that supported the marketing strategy’s objective: increasing RevPAR (Revenue Per Available Room) and ADR (Average Daily Rate) by driving more online bookings.

  • Business Context

    Rolling out timely tactical campaigns was key to driving the online booking revenue. Rate points and package inclusions were carefully positioned to be competitive and attractive.

    Strategic Approach

    Developing a compelling product mix that addresses every market segment’s pain points while adding extra inclusions as lead magnet.

    Tactical Execution

    The marketing communications plan focused on delivering year-round and seasonal tactical offers that are attractive in both price and value, while maintaining sensitivity to rate parity in the market. Key offers included:

    • Staycation Offer

    • Weekend Offer

    • Long Stay Offer

    • Early Bird Offer

    • Seasonal Offers