Adrian Awards 2020
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 Title
Rosewood Global Recovery Campaign
Recovery Strategies - Recovery Strategies
Recovery Strategies
Entry Award: