Entering the crowded Gold Coast hotel market as a new Australian brand presence, Dorsett required a launch strategy capable of driving both awareness and direct demand. Through localisation, email-driven demand generation, and full-funnel paid media execution, Talk supported a high-impact market entry with strong growth in sessions, active users, and return on ad spend.
137%
session increase YoY
161%
active user increase YoY
x35
ROAS
The Challenge
The Gold Coast is very busy, with A LOT of hotel rooms. Dorsett were coming in with a significant presence across Asia, but as a brand new entrant into the Australian market. We started working together just prior to opening, as they looked at ways to drive a strong launch profile not just for their hotel, but for their brand as they had future locations coming online.
The Strategy
Working with their global digital team we identified what localisation was possible from a web perspective. We then build out email strategies to drive initial demand and ultimately a comprehensive paid ads approach that leverages full funnel activity from top to bottom, assisting conversions across channel and lowering OTA reliance.