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.
Entry Title
Gaylord Hotels - safe summer fun is closer than you think (Summer 2020)
Advertising - Television - Consumer
Entry Award: