Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
To the unfamiliar, “timeshare” sounds like an outdated vacation option, riddled with misconceptions about cost and value. Tasked with driving consideration among new and younger owners, Wyndham Destinations - the world’s largest timeshare company – launched a very festive consumer activation for the 2019 holiday season: a holiday suite inspired by Elf. The highly visual consumer experience was developed in partnership with Warner Bros., and helped demonstrate what Club Wyndham offers to today’s traveler – a flexible vacation club that inspires families to live their travel bucket list, with beautiful resorts in enviable destinations, and suites that offer the space and amenities to create great memories for their owners – all while making the brand culturally relevant to a broad spectrum of consumers Objectives: Drive ownership consideration of Wyndham Destinations’ portfolio Secure a groundswell of earned and social media coverage to raise awareness and change the conversation from ‘timeshare’ to ‘club’
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Objective 1: Drive consideration of Wyndham Destinations club ownership Booking Elf suite stays (4 weeks) sold out in just 30 minutes The campaign alone drove nearly 25% of total leads during the activation 40k new visitors to Year over year suite rental revenue production increased 1,731% Social 28K new users (29% of total) Increase in session time by 71% to 4:02 per session 48K page views Objective 2: Secure a groundswell of earned and social media coverage to raise awareness and change the conversation from ‘timeshare’ to ‘club’ 86% of articles included “club” or “vacation club” Nearly half of the coverage touted the benefits of vacation clubs 339 earned placements - a 2,425% increase YoY 2.3B earned impressions - a 808% increase YoY 4,365 earned social mentions - a 296.81% increase YOY 25K+ engagements - a 733.33% increase YOY 137M social impressions, a 130% increase in interactions YOY
Entry Title
Club Wyndham's Holiday Suite Inspired by Elf
Public Relations - MARKETING PROGRAM - Consumer
Public Relations
Entry Award: