Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Los Angeles’ premier oceanfront resort, Terranea Resort, is renowned in the region for its natural ocean-side setting, original resort programming, and luxurious amenities. Terranea set out to promote its annual “Music on the Meadows” event and 10th anniversary on July 4, 2019, to residents in Los Angeles and surrounding drive markets. Through targeted outreach that featured details surrounding the concert and activations on the day of, Terranea worked to increase awareness and encourage the local audience to explore the Southern California resort for their July 4th holiday. Marketing Objectives: • Increase awareness and enhance property’s reputation with the local Los Angeles/Orange County audience • Garner positive local media coverage that speaks to the unique programming and experiences available at the 2019 Music on the Meadows event • Utilize brand partnerships to increase awareness through social media promotions, ticket giveaways and experiential activations • Generate ticket sales and revenue Target Audience: • Local Los Angeles and Orange County consumers • Our target demographic is our loyal guests and subsequently potential future guests of Terranea, who are active consumers of social media. Our guests are affluent yet unpretentious, well-traveled, sophisticated, and experiential, with 62% of our leisure guests hailing from Southern California. Our guests’ average household income is $200K+ and are between the ages of 35-54.

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)Terranea was able to secure Grammy-nominated trio Wilson Phillips as the headlining act for the concert, with J.R. Richards, formerly of Dishwalla, and other local celebrated performing artists. They day also featured an array of culinary offerings including the resort’s signature Farm-to-Terranea cuisine, craft beers from local breweries, wine and spirits, and much more. The festivities were located on the resort’s picturesque Meadows Lawn, which offers sweeping coastal views of the Pacific and nearby Catalina Island. Additionally, Terranea was able to capitalize on the star-studded line-up, filming an episode of the TerraneaLife video series, “Terranea Sound Series,” to give an in-depth look at and increase awareness of the resort’s experiential music program with the performance of Wilson Phillips. Terranea shared two press releases ahead of the Music on the Meadows event announcing the headliners and other activations available at the event to increase overall awareness to the Los Angeles area and drive markets. As a result, the event was mentioned in more than 340 outlets in the local Los Angeles and Orange County markets, reaching an audience of 176,460,813. The marketing and PR efforts helped generate sales for Music on the Meadows, with a total of 639 tickets, an increase in ticket sales from the previous year, and brought both new and returning guests to the resort which generated total revenue of $156,419.95 and over $15,000 in sponsorship value over the holiday weekend. Additionally, Terranea’s Music on the Meadows concert was shared in the following outlets: SoCalPulse, Discover Los Angeles, Palos Verdes Peninsula News, Palos Verdes Patch, Easy Reader News, HoopLA, LA Weekly, and more.

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 TitleMusic on the Meadows ft. Wilson Phillips

DivisionPublic Relations - SPECIAL EVENT

CategoryPublic Relations