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? Situation: Travel withdrawal and anxiety reached new heights during the pandemic and continued even as COVID-19 travel bans slowly lifted. Amid information overload, changing restrictions and new safety protocols issued in the travel industry, a narrative of uncertainty unfolded among consumers and most vacations were put on hold indefinitely. Challenge: Beyond enhancing its operations and cancelation policies to offer guests peace of mind and flexibility during this time, AMResorts® branded properties needed to break through the real barriers people were feeling at every step of the travel journey to truly connect and add value, which would ultimately translate to bookings when the time was right. Goals: • Reach 20MM potential travelers during Phase 1 to keep AMResorts® top of mind and drive deeper connections during quarantine • Increase awareness of new safety protocols with at least 500MM impressions during Phase 2 as travel bans lifted • Achieve $50MM in direct bookings in Phase 3 by mid-summer Program: To further strengthen its connections with guests and commitment to their wellbeing, AMResorts® launched a timely, three-phased recovery campaign focused on building touchpoints and emotional connections to ease anxiety: 1. Phase 1 (Peak quarantine): Paused direct selling and launched Virtual Vacation Series to provide hope for future travel dreaming/planning via weekly themed vacation giveaways and online events, a “Pause, Connect & Dream” video, social and email campaign 2. Phase 2 (Travel bans lift; planning ramp up): Launched enhanced 360-degree safety and hygiene program CleanComplete Verification™ with a dedicated PR and communications program (including creative assets, infographic, “Travel with Confidence” article series, and a “Safe Travels” video) to help rebuild confidence and consideration 3. Phase 3 (Cases declined; resorts reopened): Aggressive sales outreach around special offers and resort reopenings to secure new bookings

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)• Goal: Reach 20MM potential travelers during Phase 1 to keep AMResorts® top of mind and drive deeper connections during quarantine o Results: 39MM impressions secured for the Virtual Vacation Series, exceeding goal by 95% - Video: 830K impressions - Contest: 222 pieces of user generated content and 23.4K social engagements - Email: 892K emails opened with a click-through rate of 34%, exceeding avg. industry benchmarks by 70% • Goal: Increase awareness of new safety protocols with at least 500MM impressions during Phase 2 as travel bans lifted o Results: 700MM+ total impressions secured from the PR & Communications program, exceeding goal by 40% - Earned Media: 176 media placements secured, including in TravelPulse and MSN - Social Media: 23.8M impressions and 54K social media engagements • Goal: Achieve $50MM in direct bookings in Phase 3 by mid-summer o Results: $68MM in total bookings generated from sales offer and email campaign, exceeding goal by 36% - Email: 781K emails delivered with a 22.4% open rate and 1.15% click-through rate - Sales Offer: 24.2K landing page visits - Social Media (Organic): 3.1MM impressions, 26.3K social media engagements and 3.6K clicks to website

Entry TitleAMResorts Doubles Down on 'Travel with Confidence' Promise

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies