Guestline, a leading hotel management technology, aimed to enhance the positioning of their tailored solutions for hoteliers by highlighting the benefits of integrating the hotel systems and payment processes into a centralised operational hub. The goal was to communicate more effectively the value of these offerings, reaching both existing clients and new prospects to showcase the unique advantages of their payment solutions, GuestPay.
The Paypr.work Approach:
Paypr.work was selected to develop an eBook, supported by a LinkedIn social distribution campaign. Our team worked directly with the marketing team and product lead at Guestline, aligning our content approach with their product positioning. This required a dual approach—developing a compelling narrative, simplifying the core attributes of what the GuestPay opportunity meant for the hoteliers but also developing a supporting visual to effectively capture at a glance how the integration of a payment solution like Guestpay impact the guest’s experience.
The Delivery
The eBook was crafted as a thought leadership piece, guiding hoteliers on what they should address in their operations while helping them avoid common blind spots. The narrative was designed to position Guestline as an expert in the industry, offering valuable insights that would resonate with their audience.
This eBook was initially distributed through Guestline’s webpage in a digital format and was later adapted to a downloadable version. The asset was further supported by a blog post that emphasised its core approach and relevance to hoteliers, which was also promoted through a LinkedIn distribution.
The Outcome
The collaborative approach ensured that the content was fully aligned with Guestline’s brand and product strategy, leading to a successful outcome that met their objectives and strengthened their market presence.
Increased Brand Awareness: The eBook generated great interest from Guestline’s prospective audience, raising awareness of Guestline’s bespoke integrated payment offering, which had been developed in-house and launched five years ago.
Business Interests: The campaign attracted a great number of quality business leads as part of Guestline’s overall sales efforts to build a solid pipeline with relevant prospects.
Brand Authority: One of the key objectives of this initiative was to maintain a thought leadership approach by demonstrating Guestline expertise and commitment to innovation. This was perfectly captured in the proposed sections and flow of the eBook, supported by the visual that summarised the opportunity of the technological impact for hoteliers.
Successful Collaboration: The success of our first collaboration with Guestline resulted in additional work being commissioned from Paypr.work. The Guestline marketing team entrusted us to lead the engagement directly with the product team. This early involvement allowed us to bring in more ideas and align closely with the product and commercial leads, as well as subject matter experts, ultimately ensuring that the narrative remained perfectly aligned with Guestline’s strategic goals and messaging.
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