Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Los Angeles’ premier oceanfront resort, Terranea, is renowned in the region for its natural oceanfront setting, original resort programming, and luxurious amenities. In August 2020, Terranea Resort conducted its eighth annual Social Media Ambassador program over the course of one month, welcoming back and seeking new digital influencers with a passion for Terranea Resort and inspire travel heading into the fall season. Objectives Included: - Enhance Terranea’s brand position within Southern California drive market - Generate positive coverage surrounding the resort’s reopening, enhanced safety and cleanliness, and current available offerings - Increase resort’s user generated content & brand engagement - Ultimately drive mid-week bookings, while maximizing weekend ADR The itineraries were bucketed into genre of visit – family getaways, couple staycations, and solo travel – and incorporated Terranea’s brand pillars: Discovery, Celebration, Epicurean, Sustainability, Community, and Wellness. These ambassadors were chosen based on passion, engagement, connection to Southern California, and brand alignment; during selection, we placed importance on engaged audiences over large following to facilitate meaningful connections and storytelling. The resort hand-selected ambassadors who for the most part were returning guests and we had built relationships with prior; we knew they would feel comfortable trusting us to welcome them back safely, and likewise they could honestly share any feedback on their stay. The ambassadors were comprised of: Christy Carlson Romano & Family (@TheChristyCarlsonRomano) Tammin Sursok & Family (@TamminSursok) The Mamian Family (@global_munchkins) Tanner Tolbert (@tanner.tolbert), Jade Roper (@jadelizroper), Jared Haibon (@jaredhaibon), and Ashley Iaconetti (@ashley_iaconetti) of The Bachelor franchise Taylor Sullivan (@Taylor.Rockwell) Rachel-Jean Firchau (@racheloffduty)

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)From mid-August to mid-September, Terranea invited the influencers to experience all the resort has to offer during individual visits, sharing their experience at Terranea from their perspective to their followers. Their carefully curated itineraries included watching the resident falconer fly his majestic birds of prey that keep seagulls away in a non-lethal manner, kayaking and seeing up-close the kelp that the resort’s chefs harvest straight from the Pacific and incorporate into dining menus, unique spa treatments at the water’s edge, and bespoke farm-to-table dining experiences. They were also provided with free time to ‘choose their own adventure’ and create their own extraordinary moments based on their interests. The resort integrated the visits strategically into its overall communications plan, supported by the brand’s own marketing channels, including media, eblasts and lifestyle content platform TerraneaLife; when the guests were in-house, the team was constantly engaged behind the scenes to leverage the real-time power of their promotion and sharing through Terranea’s marketing channels. This program exceeded expectations, amplifying Terranea’s brand building efforts by organically reaching the audiences of social media influencers. Due to their organic connections with Terranea, the influencers went above and beyond, sharing 279 pieces of content over the course of one month, resulting in over 330,000 unique engagements. BY THE NUMBERS: - 279 pieces of content shared (blog articles, social posts, IG stories) - 6.4 million followers - Over 330,000 unique engagements (likes, comments, video views, shares), not including IG stories - Over 3,000 new Instagram followers - Stories: Jade's 37 stories each reached ~250,000 people and led to ~8,500 visits to Terranea's Instagram. Ashley’s ~17 stories each reached ~180,000 people and led to ~2,200 visits to Terranea’s Instagram.

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 TitleTerranea Ambassador Program

DivisionPublic Relations - Influencer Marketing

CategoryPublic Relations