Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Located in Southern California, Terranea is Los Angeles’ premier oceanfront resort. Renowned in the region for its natural oceanfront setting, Terranea offers a fully immersive experience, including land and sea adventures, an award-winning spa, and acclaimed dining. To provide visitors a sample of the Terranea culture, personality, and California lifestyle, the resort wanted to give loyal existing and potential new guests a glimpse of the landscapes and local culture of the Palos Verdes Peninsula where the resort is based. The resort sought to create a platform that celebrated the best of the West Coast through video, editorial features, and photography. The platform —TerraneaLife.com –highlights these features while drawing light on the resort’s rich amenities and offerings. 2019 brought the opportunity to introduce several new video series to further enrich Terranea’s content base and expert positioning. The primary objective is to inspire, delight, and deeply engage Terranea’s existing and potential guests, through authentic, emotive storytelling. Without its own visitor’s bureau for the city, Terranea has found a niche market, producing content, which both promotes the destination and drives awareness and tourism. The stories of TerraneaLife serve to highlight locally relevant and authentic experiences that guests may take part in, as well as celebrate a unique workplace culture that its associates comprise. A secondary objective that is continuously surpassed is driving traffic to Terranea.com and resort revenue. TerraneaLife content lives on its own website, TerraneaLife.com, and is distributed and amplified through paid media, social media, annual print magazine, PR, eblasts, in-room televisions, guest collateral, and other marketing channels.

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)In 2019, the resort created six new lifestyle videos, including a new program “Terranea Sound Series,” which gave an in-depth look at the resort’s experiential music program featuring local artists and performances from singer-songwriter Lisa Ritchie, South Bay favorite Wais Katubadrau, and headliners of the resort’s annual music festival, Grammy-nominated trio Wilson Phillips. Additionally, the resort expanded its “Signature Moments” video series, highlighting unique offerings: Farm to Terranea Kelp Harvesting, Farm to Terranea Resort Nutritionist, and 8 Spots to Share a Moment. After developing monthly TerraneaLife content – editorial, photography and video – hosted on Terranealife.com, it is then amplified to engaged users via social media, enewsletters, partner cross-promotion, and deployment across Terranea touchpoints such as pre-arrival emails, Terranea Website Homepage, and guest welcome materials. As a true integrated marketing campaign, TerraneaLife reaches guests at all stages of the marketing funnel, from traditionally upper funnel, awareness-based platforms of Facebook/Twitter/Instagram, driving the loyal audience into the marketing funnel through consideration with TerraneaLife eblasts, retargeting through conversion – even viewing the series from the comfort of their guestroom tvs. The TerraneaLife program has continually exceeded the objectives set for it since platform launch in 2015. Success is measured in brand uplift, social engagement, and impact on Terranea.com and resort revenue. From the dates of January 1, 2019, to November 29, 2020, TerraneaLife was the #3 referrer to the Terranea.com website (after Terranea’s Facebook and Yelp pages), generating 16,851 sessions, $168,568.67 in trackable revenue, and over 518 inbound calls. From inception through 2020, TerraneaLife houses over 35 original films and 125 editorial stories.

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?

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)

Entry TitleExperiencing TerraneaLife

DivisionDigital Marketing - Multimedia (Video, Flash, Animation) Series

CategoryDigital Marketing