Sleep, Soiree, Stay

Digital Marketing

The Drake is a Canadian hospitality brand renowned for its passion for revitalizing character properties in historic neighborhoods. Their commitment to inclusivity shines through as they transform these spaces into hubs for diverse experiences, seamlessly blending art, culture, and hospitality. With seasonal menus, classic cocktails, and carefully curated curiosities, every visit promises unforgettable moments. Beyond accommodation and dining, they prioritize culture and community, using their spaces and platforms for positive change. Their properties, including The Drake Hotel, Drake Devonshire, Drake Motor Inn, and Drake Underground, stand as a testament to their dedication to fostering genuine connections and creating welcoming spaces for all.

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The Challenge

In 2023, The Drake Hotel approached Wallop as they were looking to overhaul their digital strategy. Their primary goals included expanding their reach to new audiences across Canada, focusing on specific demographics and locations to drive direct bookings, maintaining the Drake Hotel’s status as a unique boutique destination in Toronto’s vibrant Queen West area, and driving awareness to new audiences. Additionally, they wanted to increase awareness and position the Devonshire Inn as a top destination for corporate retreats in the up-and-coming hotspot of Prince Edward County.

The Results

Implementing the revamped digital strategy yielded impressive results for The Drake properties. With a remarkable 10:1 return on ad spend (ROAS) on paid search, their investment in targeted advertising paid off significantly. The focus on enhancing organic visibility saw a substantial 50% improvement in average organic position, driving more traffic to their website. This surge in visibility translated into a remarkable 90% increase in overall website sessions year-over-year (YoY), with organic sessions increasing by 57% and direct sessions by 23%. The staggering 757% increase in paid search sessions YoY was particularly noteworthy, from 3,640 in 2023 to an impressive 31,218 in 2024. These metrics underscore the success of The Drake’s efforts in expanding their reach, driving awareness, and boosting direct bookings.

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The Drake Devonshire