Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Key Takeaways:
• As a new resort, Sunseeker wanted to prioritize building brand awareness to ensure that both travelers and locals could become familiar with their name and property.
• Cendyn developed a two-pronged approach strategy; one focused first on building awareness for the resort via paid search, programmatic advertising and personalized targeting of desired guest demographics and interests, and second on driving bookings once brand visibility was established.
• The results exceeded expectations, with across-the-board boosts in clickthrough, an increase in bookings, and a significant return on ad spend that continued months after the grand opening.
Overview:
Sunseeker Resort Charlotte Harbor — opened on December 15, 2023 — is Florida’s newest luxury resort. With 785 guestrooms, a deep range of dining options and an ideal Gulf Coast location just a short drive from Punta Gorda, Fort Myers, Tampa, St. Petersburg-Clearwater, and Sarasota, all Sunseeker needed to succeed was a big boost in awareness. So Cendyn got to work making it happen.
Goals:
• Build brand awareness of a new property among both locals and visitors.
• Establish the market profile for a new resort.
• Drive guest bookings.
• Generate revenue.
• Spark interest prior to the grand opening.
• Sustain excitement post ribbon-cutting.
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)
Results:
• Increased property visibility.
• Elevated brand awareness.
• Exceptional demand generation.
• A far higher rate of conversions than anticipated.
• Excitement both prior to opening, and during business operations.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Pre-Opening (Phase 1):
• 80% increase in clicks.
• 76% increase in clickthrough rate.
• Measurable elevation in brand awareness.
Opening (Phase 2):
• 62% increase in clicks.
• 103% increase in clickthrough rate.
• 232% increase in booking rate.
3 Months Post Opening:
• 61% increase in clicks.
• 69% increase in clickthrough rate.
• 81% increase in booking rate.
Entry Title
Sunseeker Resort Charlotte Harbor — Building brand awareness
Division
Digital - Search Marketing Strategy