Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Terranea Resort is a beloved coastal property perched along the bluffs of Southern California’s Palos Verdes Peninsula known for its natural oceanside setting, innovative resort programming, and luxurious amenities. Terranea sought out to tell its story in new ways, enhance awareness for its safe and comfortable environment, and gain the attention of potential travelers within key feeder markets. Through targeted media outreach and hosted familiarization stays that featured resort programming and signature offerings, the resort worked to increase Terranea’s awareness and encourage both local and national audiences to explore the Southern California resort for a coastal getaway. Objectives: • Garner positive, lifestyle media coverage that speaks to the resort’s unique offerings. • Promote travel to Terranea and ensure the resort is top of mind for consumers looking to travel to California. • Position Terranea as an ideal destination for a safe and comfortable getaway. • Increase awareness and enhance Terranea’s reputation within local, key feeder markets, and among national affluent consumers with interest in wellness, adventure, and culinary-focused travel.

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)The resort identified the opportunity to showcase Terranea’s innovative programming, enhanced safety, and amenities through national publications that appealed to its target audience of affluent luxury travelers. AFAR was identified as an ideal target due to the publication’s reach throughout both Southern California and key national feeder markets across the United States, as well as its large readership and affluent audience demographic. The resort connected with Editor Tim Chester and hosted him on property to experience Terranea firsthand to inform for coverage. Terranea was featured in an online article on AFAR titled, “The Five-Star COVID Treatment: How an L.A. Hotel Treats a Pandemic.” The piece touches on Terranea’s key message points, positioning as a luxurious coastal resort, providing detail on the exceptional guest experiences such as ocean kayaking, wellness experiences at The Spa and award-winning dining, and highlights Terranea’s enhanced standards of care, and notes “the greatest luxury during COVID? Not having to worry about feeling safe.” The article showcased Terranea to a national audience, positioning as an ideal getaway for travelers and ensured the resort is top-of-mind when planning trips at high-end, oceanfront hotels. AFAR posted this article on their website, which receives 641,127 unique monthly visitors.

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 Resort AFAR Feature Placement

DivisionPublic Relations - FEATURE PLACEMENT ONLINE - Consumer Media

CategoryPublic Relations