Hospitality Sales and Marketing Association International

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Adrian Awards 2020

Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

1) Drive website visitation, conversions and room revenue by communicating our “Safe Summer Fun Is Closer Than You Think” to showcase our resorts – upon reopening after a 3 month closure - as the #1 summer destination in each of the 4 local markets 2) Deliver engaging, stand-out content, leveraging the creativity, resources and differentiating video capability of the in-house Gaylord Hotels Marketing team. 3) Develop concepts that are realistic to execute (speed to market, minimal production budget, multi-channel application). High-level KPIs include: • Positive GRE on overall paid media +4:1 • Trade media value of $1,000,000+ • Increase website conversions +3%

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)

Extremely successful campaign that exceeded expectations in terms of GRE, brand awareness and incremental rooms booked. • Gaylord Hotels worked with Marriott’s Consumer Analytics team to measure pre, mid and post leisure demand while mapping all trends to marketing efforts. From those analytics we were able to estimate an incremental lift of $11M attributed to our summer marketing efforts resulting in a 6 GRE. • Website conversion rates improved 10% YoY (3.2% vs. 2.9%) • KPI metrics including Aided Brand Awareness and Brand Consideration was up by +19% and +10% respectively.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Entry Title

Gaylord Hotels - safe summer fun is closer than you think (Summer 2020)

Division

Advertising - Television - Consumer