The Originals: Transforming Legacy into Luxury Performance

To celebrate its legendary heritage whilst reinforcing its relevance for today’s discerning luxury traveller, The Savoy launched the Originals campaign - recreating iconic moments from the hotel’s past with modern-day Originals.

Faced with a competitive luxury hospitality landscape, we sought to go beyond top-of-funnel awareness, transforming the Originals into a full-funnel performance driver. Our objective became driving sales of hotel rooms & suites between September 2024 and January 2025, aiming for a ROAS of 10:1. 

Our strategic approach included a phased rollout of influencer-led content, driving traffic to a bespoke landing page that connected historical narratives with modern-day luxury experiences, all whilst harnessing first-party data to convert users to guests later down the line. 

Each Originals ‘Moment’ would run in paid social individually for three weeks, expanding the window of opportunity for the campaign to reach our target audience and maximising our retargeting pool potential. With our BAU prospecting campaigns already hard at work capturing in-market luxury travellers, we broadened our typical targeting to focus on a UK audience that would truly connect with this brand story.   

From there, our retargeting campaign took over, serving users that engaged with the Originals with messaging that drove them to explore The Savoy’s rooms and suites and book a stay. Users who didn’t book a stay after their initial touchpoints would continue their journey through further retargeting endeavours, discovering the full Savoy Experience beyond rooms and suites, including the restaurants, bars, and retail offerings.   

Taking UK luxury consumers on a stroll down memory lane did more than just resonate with our market and set Savoy apart from competitors - it ultimately proved its value by delivering on the bottom line. 

When we harnessed the first-party data captured by the Originals campaign we drove an estimated ROAS of 35:1 – smashing our original 10:1 KPI. 

This campaign also outperformed Savoy’s previous BAU retargeting results, driving 170% more conversions at 86% less cost per conversion - and with 62% less media spend.