Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
To leverage Mission Pacific Beach Resort’s recent accolade as the #1 Hotel Resort in the Continental U.S. according to Travel + Leisure, we launched a strategic social media campaign targeting key markets across the western United States. The campaign utilized Facebook and Instagram to maximize reach and engagement. It featured four distinct location-based ad sets, each crafted with market-specific messaging—highlighting benefits such as the convenience of a short drive from LA or promoting free valet parking to residents from Phoenix, Scottsdale, and Las Vegas.
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 campaign delivered impressive results overall. Our prospecting efforts in the LA market achieved 190,916 impressions and 3,276 link clicks, with a click-through rate (CTR) of 3.2%. Remarketing ads targeting previous website visitors and social media engagers performed even better, reaching a CTR of 5% in the LA market. While prospecting ads yielded fewer bookings, the remarketing ads proved highly effective, delivering a robust return on ad spend (ROAS) of 15:1. This demonstrated the effectiveness of combining prospecting with remarketing, which optimized ad spend to target engaged users. The campaign’s tailored messaging and strategic ad placements successfully enhanced engagement and reinforced the resort’s prestigious award, solidifying its reputation as a premier destination.
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?
The campaign achieved an outstanding return on ad spend of 14:1, reflecting its success in driving revenue and maximizing the value of ad spend.
Entry Title
Mission Pacific Beach Resort: Enhancing Engagement and Growth through Targeted Social Media Campaigns
Division
Digital - Social Media Campaign