Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Hawks Cay is a leader amongst its competitive set but in 2017, Hurricane Irma evened the playing field in an unexpected way. The ocean washed over the Florida Keys, necessitating rebuilding of most resorts. Post-Irma, all properties touted beautiful renovations. A wave of new resorts hit the market at once. Hawks Cay could no longer compete based on the quality of its interior spaces. A rebranding and new campaign sought to bring forward the vast number of experiences that could be found on-property to differentiate Hawks Cay as an activity-rich vacation destination rather than a building full of new hotel rooms. The old tagline “The Only Key You’ll Need” was out. It has been years since keys were used to enter hotel rooms and the tagline did nothing to underscore the large volume of experiences which were the resort’s most valuable, and distinguishing, selling point. The brand colors, too, needed a refresh. The previous pale blue and coral were dated and didn’t pass accessibility color contrast guidelines. Analysis of the comp set revealed several similarities. Most featured white space, blocky design and shades of tan and blue. In contrast to the muted coastal hues in competitor’s marketing, Hawks Cay went bold with an ocean-inspired new look featuring rich, dramatic colors evocative of sunshine and diving deeper into the water. The new tagline “Find What Lures You” puts the focus on the volume of experiences by inviting users to explore their options, while the use of “lure” and a subtle hook reinforces the resort’s renown as the place for serious to casual anglers. Lifestyle images targeting the outdoor sportsman are accompanied by creative messaging delivered with a playful, active voice. Headlines invite travelers to “Go overboard on your next vacation” (standup paddle boarding) or “Dive into Adventure.” The creative and brand voice are applied consistently across all channels from the website, to email, digital and print campaigns and signage.
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)
The success of the “Find What Lures You” campaign has exceeded all expectations. The results are particularly remarkable given that the campaign and redesigned website launched on April 29, in the middle of the COVID-19 pandemic and resulting global travel shutdown, which brought with it an unprecedented decrease in online travel-related search. Hawks Cay’s combined search and social media budget has been reduced by 57% YOY, yet despite all of these factors, results have surpassed the same time period in 2019. May-October 2020 Results: Social: 56:1 ROAS Search: 17:1 ROAS Website: 21% increase in online revenue YOY Email: Hope to Sea You Soon: May limited deployment reopening announcement. The first email to be sent with the new branding. Open Rate: 32% CTR: 23% Revenue: $93,330.66* Road Trip to Paradise: June Open Rate: 31% CTR: 12% Revenue: $87,935* *Media Budget and Revenue are confidential and provided for evaluation purposes only. Please do not share these results. Performance may be shared as a percentage increase or ROAS.
Entry Title
Hawks Cay Resort “Find What Lures You”
Integrated Marketing Campaign - Integrated Marketing Campaign
Integrated Marketing Campaign
Entry Award: