Hospitality Sales and Marketing Association International

RETURN TO LISTING

Adrian Awards 2018

Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?

Grow 2018 YoY paid search revenue with minimal loss to ROAS. Increase exposure to potential customers out of state that are more likely to book higher ADR (average daily rate) hotel room types, and decrease reliance on in-state bookings without sacrificing drive market revenue.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.

In state and out of state beach vacation travelers looking for a full amenity resort. Majority of potential customers in spring and summer are families while fall and winter sees more demand from couples and snowbirds without children.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.

Using a combination of past campaign performance, Google Trends, Google Analytics, 2017 customer data from iHotelier booking engine, and Lee County CVB data, we identified their top feeder market states and demographics by season (spring, summer, fall and winter). We created separate in-state and out-of-state paid search campaigns using historically best performing offers for each ad, and made quarterly seasonal geo-targeted bid adjustments by state.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?

We used a combination of text variations and sitelinks with specific packages that changed seasonally (based on demographics identified during the research phase). For in-state, we focused on drive market keywords and Florida resident discounts. For out of state, we focused on BAR (best available rate), spa and dining packages, and extended stay offers.

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.

2018 YTD vs. 2017 YTD (through July) We spent less and grew total paid search revenue by $447,354 +13% YoY. We also achieved substantial revenue growth from the targeted in and out of state feeder markets. Overall Paid Search (Adwords and Bing) • Spend: $226,535 -8.8% • AVG CPC: $1.27 -17% • CNVR: 1.12% +3% • Conversions (bookings): 1,997 +14% • Revenue: $3,880,764 +13% • ROAS: 17:1 +24% Feeder Market Revenue • Florida: $1,196,721 +8% • Massachusetts: $326,055 +45% • New York: $256,791 +34% • New Jersey: $218,276 +26% • Pennsylvania: $121,307 +17%

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:

https://www.southseas.com/

URL #2:

URL #3:

Division

Digital Marketing

Sub-category

Digital Campaign

Category

Search Marketing Strategy

Entry Title

South Seas Island Resort

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational Analysis

South Seas Island Resort is an independent full amenity resort located on the unspoiled Island of Captiva, Florida. The gated resort encompasses a majority of the 5 mile island off the South West coast of Florida near Ft. Meyers and includes amenities such as restaurants, shops, golf course, ice cream shop, private beaches, and marina, all conveniently accessible by resort operated trollies. South Seas is a top vacation destination for travelers in search of pristine white sand beaches, a private island feel, and drive on accessibility via bridge. Captiva is also home to world class intercostal fishing and wildlife, and is connected by bridge to Sanibel Island, where several other small resorts and nature preserves are located.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

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. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. 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?

Entry Award:

Bronze