The Boar's Head
Client
The Boar's Head is a historic inn and top-rated tennis resort with a AAA Four Diamond Award-winning restaurant, located in the scenic Piedmont region in Charlottesville, Virginia.
Challenge
The Boar's Head built a reputation as a premier Charlottesville resort, attracting tourists and leisure travelers seeking great service, food, and recreational amenities. Yet the inn became a victim of its own success as a quaint, historic retreat, limiting its appeal to a larger market for meetings and events. The opening of The Boar's Head's $10 million, state-of-the-art meeting pavilion presented a golden opportunity to re-brand and position the inn as an ideal venue for large business and social events.
Enter Reingold
Based on market research and a competitive analysis, Reingold created a fresh, sophisticated brand for The Boar's Head that conveys quality and elegance, and infused a host of new collateral materials and advertising with this modern look and feel. We created online banner ads for "geotargeting," featuring the Old Mill Room restaurant for local residents and spotlighting resort amenities for viewers in more distant locations who would be interested in an overnight stay. To achieve the greatest exposure at lowest cost, we ran these ads on a "pay per click" basis, in which selected websites put the ads in rotation and charge a fee only when viewers click through to the sponsor site. This approach provides the added value of demonstrating which messages and images elicit the greatest response from target audiences with very little investment.
Results
Our online ads achieved 2.9 million impressions and 1,803 clicks at a cost of just $1.48 per click. For just $2,676.42, we achieved 16 guestroom conversions and five conversions for the restaurant, sports club, and spa.