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

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)

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? When the pandemic first occurred in China and restrictions began, we quickly moved to a a regional approach segmenting our outreach to local and regional travel bubbles. With nearly all of our portfolio in EU and Americas closed at the end of March we mobilized our resources and mapped out an effective Recovery campaign deployed May - Sept. We established our promotions by channel, segment and region with all teams engaged from digital, sales, comms, revenue and distribution. Goal: Address global business retraction with local/regional revenue replacement strategy across our portfolio. With a strong re-opening message sensitive to the concerns of travelers Create specific segmented strategy for each region, United States, Mexico, Europe, SE Asia and mainland China Rosewood Recovery Components: Paid Digital Campaign: Display, Social Communication/PR Editorial Support - Hygiene Protocols - Enhanced guest experience Focus Group Surveys: Surveyed all business segments, Group, Travel Industry and Corp to craft communication and offers Promotions: Value oriented offers to retain ADR and provide value to clients and partners, distribution of rate plans unilaterally among all partners Social Media: Amplification of messaging across all channels Rest Assured: Flexible cancelation and rebooking Rewards: Buy now / Travel later

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) RGI % change (share growth) +72.8points to overall RGI of 174.9. ADR change for us is -0.4points comp set is -25.9 points Other Revenue Spend per Occupied room +11% Suite Performance (as Mix of Leisure business) +16% Residential Villa +46% Total Campaign Goal: $12,000,000 Total Campaign Generated: $20,028,981

Entry TitleRosewood Global Recovery Campaign

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies