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To the unfamiliar, “timeshare” sounds like an outdated vacation option, riddled with misconceptions about cost and value.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 ClubWyndham.com
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
Division
Public Relations - MARKETING PROGRAM - Consumer