Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Since 1968, Red Jacket Resorts has been a cherished destination for travelers to Cape Cod. To retain our change-averse base customers, we positioned the renovations as the next chapter of Red Jacket Resorts’ history – not a dismissal of “tradition”. To prepare for the large-scale renovation of accommodations Red Jacket Resorts underwent a multi-month plan to build on existing market share and increase overall demand for the resorts.
Goals included:
-Re-launch awareness of Red Jacket Resorts by reintroducing the property to legacy guests and targeting new guests, sharing the news of the $40 million renovation and the rebranding of the hotels.
-Adjust outdated perceptions of the hotels with new and fresh messaging. Located in the heart of Cape Cod and carried in the hearts of generations of guests, Red Jacket Resorts are bona fide institutions. Each resort’s summer -centric amenities and spaces are designed with the full spectrum of Cape vacationers in mind. A room key at one resort unlocks experiences and amenities at every resort, and guests are warmly welcomed to enjoy the entirety of Red Jacket during their stay. From extended families to extended stays and from girlfriend vacays to golf getaways, THERE'S ROOM FOR EVERYONE AT RED JACKET RESORTS.
-Drive Engagement generate excitement by dynamic partnerships, social media campaigns and a new website
-Increase Bookings convert the new and renewed interest into immediate business offering exclusive deals of promotions
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)
Campaigns focused on the upgraded offering, especially family-friendly bunk beds, added amenities, interesting partnerships, and unique differentiators such as the private beach and resort reciprocity.During the renovation period, we focused on launching new branding, a newly built website, and communication around what we had planned for the resorts.
Successes:
-Media hits and UVMs surrounding the renovation announcement achieved 80 pieces of coverage, and 227.5M+ potential impressions with an estimated ad value of $7M.
-In the first 8 months post-launch of the new website Average Engagement Time was up 26%, and website revenue was up 25.1% YoY. Our initial landing page announcing the renovation saw over 22K visits and 35K page views
-Social Media posts about the renovation were some of the highest engaging posts during the announcement period. Social reach rose 137.2% YoY, Engagement was up 23.7% YoY.
-Brokered strategic brand partnerships on a local and national level including; L. L. Bean, Cape Cod Hydrangea Festival, and Rice Krispies Treats. Each partnership enhanced the resort's visibility by appealing to different market segments and showcasing unique experiences.
--The L. L. Bean partnership reinforced the resort’s local Cape Cod identity by aligning with a coastal, outdoorsy brand. Highlighting the resort as a quintessential beach destination and sharing the well-known name that L. L. Bean carries.
--Red Jacket Resorts was able to capitalize on the partnership with the Cape Cod Hydrangea Festival and its widespread appeal by drawing attention from locals and hotel guests. It reinforced a connection to the region’s unique charm.
--Rice Krispies Treats targeted families and younger audiences, adding a playful twist to the hotel’s image.
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 re-launch campaign delivered substantial ROI. Bookings YoY have seen an increase in Direct Business Occupancy 17% during peak months.
Website revenue increased by 25.1% year-over-year, adding more than seven figures to overall revenue. The new website's enhanced content, streamlined merchandising, and optimized booking process led to a 40% lift in overall conversion rates. Additionally, the renovation landing page received more than 22,000 unique visitors and 35,000 page views, reinforcing the success of the campaign and interest in the resort.
Email campaigns announcing the new branded website and renovations outperformed industry benchmarks. These emails achieved a 33.6% open rate and a 2.7% click-through rate, driving nearly $500K in new reservations.
Entry Title
Red Jacket Resorts - Integrated Campaign, Property Relaunch
Division
Integrated Campaign - Business to Consumer