CFO Ellie Mertz tells analysts the business analyses “marketing paybacks” over days, weeks, months and years depending on whether the objective is short- or long-term growth as profit falls after softening demand in US.
Warner Hotels’ first CMO wants to identify “a simple, sharp” way to talk about the brand and “pull that thread” through the whole experience.
The hotel chain is the latest brand to announce it’s appointing a chief marketing officer for the first time.
As part of its new brand strategy, Lastminute.com hopes to position itself as the go-to place for last minute deals in a “very competitive” travel landscape.
Rather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
The entertainment giant launched its first enterprise-wide brand campaign to promote its cross-category offers at a time when household budgets are “squeezed”.
The owner of travel brands Jet2.com and Jet2Holidays.com attributes brand, scale and customer service for market share gains and ‘strong’ return-on-equity.
It is the first time the owner of Alton Towers and Madame Tussauds has ever run an enterprise-wide category demand-driving campaign and represents a “milestone” in its history.
Intrepid Travel transformed its business from a performance-led marketing function to a brand-led one and, in turn, secured record growth.
The Asian airline is investing in marketing again as part of its longer-term mission to boost awareness and consideration post-Covid.
Travelex’s digital transformation has seen the foreign exchange brand try to bridge the gap between traditional cash bureaus and neo-banking.
Describing the creation of the CMO role as a “significant milestone”, the entertainment giant has tasked Inglis with “redefining” the brand globally.
The future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
Despite increasing marketing spend in Q1, Airbnb is considering a potential tightening of activity to “drive growth” as it looks to become “more aspirational”.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.