Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Southern California’s luxury Terranea Resort, nestled along 102 oceanfront acres, is more than a destination; it’s an extraordinary experience featuring one-of-a-kind celebratory offerings for everyone who visits. Terranea commemorated the holiday season with luxe hospitality and festive offerings for all-ages at the Gingerbread Lounge.
Objective: To elevate Terranea Resort’s holiday offerings and engage guests with a distinctive seasonal experience, the Gingerbread Lounge was created. This experiential pop-up was designed to increase awareness of the resort's unique holiday programming, drive foot traffic, and establish Terranea as a premier holiday destination for both locals and visitors. The goal was to craft a holiday experience that combined festive luxury, culinary artistry, and family-friendly activities, fostering a deeper connection with guests during the holiday season.
Concept and Highlights: Unveiled on Saturday, November 25, 2023 the Gingerbread Lounge was located in Terranea’s Lobby Lounge and brought to life with awe-inspiring décor and an array of festive treats. The centerpiece was a seven-by-seven-foot gingerbread masterpiece, adorned with gumdrops, candy canes, and a fully functioning bar, surrounded by an accompanying gingerbread village featuring two trees and fencing. This architectural structure was fabricated using over 1,000 pounds of house-made gingerbread and “painted” with royal icing by acclaimed Executive Pastry Chef Pierino Jermonti and Terranea Resort’s culinary team.
Inspired by the chef’s Italian-Calabrian roots and the “village by the sea” coastal environment, the Gingerbread Lounge combined whimsy with tradition. Chef Jermonti’s creations drew from his experience in crafting elaborate gingerbread displays as a young child every holiday season for his small town of neighbors — one of which gained international recognition and even drew a visit from the Pope himself.
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)
Guest Experience: The Gingerbread Lounge offered an enchanting atmosphere for guests to indulge in special holiday menu items, including Chai Coffeecake, Maple Pecan Bourbon Pie, and Sambuca and Chocolate Almond Biscotti. Visitors could sip signature holiday cocktails such as gingerbread-spiced martinis, as well as non-alcoholic favorites like hot chocolate and warm spiced apple cider. Children were invited to write postcards to Santa and receive complimentary holiday cookies from the Lounge. Additionally, live music filled the Lobby Lounge nightly from 7 to 11p, creating a warm, festive ambiance.
Execution and Success: The Gingerbread Lounge was strategically promoted through digital and social media campaigns, email newsletters, and partnerships with media guests and influencers, generating excitement and driving a surge in bookings. The whimsical, Instagram-worthy décor encouraged guests to share their experiences online, leading to substantial user-generated content and increased visibility for Terranea Resort.
Due to being the first of its kind at Terranea Resort, the Gingerbread Lounge also garnered impressed hyperlocal, local, and national press, both in print, online, and broadcast media – including a variety of accolades from Southern California press roundups featuring the festive activation as a must-see and family-friendly activity during the busy, celebratory season.
This activation was a tremendous success, resulting in an increase in holiday season bookings compared to the previous year. The lounge attracted both local visitors and tourists, positioning Terranea as a must-visit holiday 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?
On Sunday, November 19, 2023, Terranea Resort hosted an exclusive Gingerbread Lounge Media Preview, inviting select press and media outlets and their guests to receive a sneak peek prior to its official debut. The event featured opportunities for photography, filming, and interviews with Executive Pastry Chef Pierino Jermonti. Attendees were treated to a special performance by the Joanna Medawar Nachef Carolers, passed hors d’oeuvres, Champagne, tasting of the Gingerbread Lounge menu and cocktails, and spectacular views of the Pacific Ocean long the scenic Lobby Terrace.
Impact: The Gingerbread Lounge not only delighted guests with its unique blend of culinary creativity and festive charm, but it also reinforced Terranea Resort’s reputation for delivering luxury, seasonal experiences. The event generated widespread media buzz, solidifying its role as a standout attraction during the holiday season. The Gingerbread Lounge has since become a hallmark of the resort’s annual holiday programming, setting a high standard for future experiential events.
The Gingerbread Lounge was conceived, created, and executed in-house. There was minimal spend on production (less than $1,000) and all products to build the experience were donated. In addition, there was minimal monthly social boost ($500), collateral cost (less than $1,000) and media advertising.
Terranea produced $80,000 in additional revenue from the experience.
Entry Title
Terranea Resort Gingerbread Lounge
Division
Integrated Campaign - Experiential Marketing