Adrian Awards 2020
Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?
A pandemic that began in winter with the promise to end in summer, carried on well into the fall putting a damper on the ability of extended American families to gather for Thanksgiving, traditionally one of the most-traveled holiday weekends. Stepping in to save the day: Club Wyndham, the nation’s largest member-based travel club with its 15-day extended stay Quar-nucopia travel bubble package. Objectives: • Pivot from traditional holiday travel messaging to recognize market sentiment that 50% of Americans planned to cancel Thanksgiving and address barriers preventing families from gathering • Build goodwill, demonstrating how Club Wyndham understands the importance of keeping family traditions and is making it possible and affordable • Positively reinforce key Club Wyndham messages – home away from home accommodations, within driving distance and health and safety protocols, among key consumer audience
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)
D/R employed an attention-grabbing pitch to announce that fear not, thanks to its Quar-nucopia package - Club Wyndham would be making it possible for American families to break bread and talk politics with grandpa at Thanksgiving this year. The pitch worked, helping D/R to achieve its communications objectives while earning millions of impressions including feature coverage in ADWEEK, Travel + Leisure, FOX, MSN and Time Out. • Number of Impressions: 1.4 billion • Average Domain Authority: 82.5 • Comparable Ad Value: • 100% Feature coverage The package generated more than 1000 leads to the landing page, with 30% of those consumers visiting other parts of the website to begin the booking function for stays.
Entry Title
Club Wyndham Saves Thanksgiving with Quar-nucopia
Division
Recovery Strategies - Recovery Strategies
Category
Recovery Strategies
Entry Award:
Bronze