Case Study
Driving Service Puts Luxury Brand’s Vehicles on More Consumers’ Shopping Lists
When a luxury automotive manufacturer’s marketing team asked NSI to help put more of its vehicles on consumers’ shopping lists, NSI was ready. The solution: offer guests at an upscale hotel brand an opportunity to experience first hand one of Acura’s vehicles during their hotel stay. A complimentary ride in a chauffeur-driven luxury vehicle would be the kind of “I’ve-done-it-first” experience that the W Hotel’s prestige-oriented guests would eagerly accept.
What started as a two-month pilot program in a smattering of hotels, plus the training of key personnel, saw immediate results and was quickly expanded. During the pilot brand marketing program, more than 13,000 guests at the participating hotel properties had a hands-on experience unmatched by any other marketing strategy. In the second year, the program was renewed and expanded to 12 months and 21 different hotels in 10 cities across the United States.
The uniqueness of the Experiential Marketing program and the vehicle’s appealing features – along with the first-class treatment by staff and drivers – clearly impressed the participants. The second year of the program attracted more than 100,000 hotel guests by year’s end, exceeding the initial goal by 30 percent. More than eighty percent of the program survey respondents said they would consider an Acura for their next purchase. Now in its third year, the Acura – W Hotel Experiential Marketing program clearly is a winner for all parties involved.
