Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?The primary objective of the brochure was to give the in-house sales team a piece of collateral that would help covert a lead to a $1000 depositor, and a $1000 depositor to a closed contract on a cottage that ranged from 1-8 bedrooms and cost anywhere from $275,000 to over $1,000,000. We began to design the brochures while the resort was still a construction site, several months before ground breaking on the show homes was schedule. We had to make the most of available renderings and photography from a showroom partnership with Ethan Allen.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.The target audience was the finite pool of leads that had expressed interest in owning an MRO cottage. Based on discussions with the sales staff, they tended to be married, 50+, with older kids at home or empty nesters. They lived on the east coast and in the midwest, with a HHI of over $200,000. The decision to purchase a cottage tended to be introduced by the husband and approved by the wife, but it was definitely a pitch that both parties would have to approve.

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.We traveled down to the resort to experience the sales process for ourselves. While there we interviewed members of the sales team and got a complete understanding of what approaches worked best to convert a lead to a deposit and a deposit to a closed contract. We also poured over all available documents from the resort and its architecture and design firms to find compelling content. We worked with the brand to make sure the approach was consistent with Margaritaville’s communications. Finally, different sales people would use the brochure in different capacities. Some would present the file on their computer, others a tablet, and some would need a printed version. It also had to work as an emailable file and present well on mobile for opportunities outside the show room.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?Margaritaville Resort Orlando is the ideal location to own a vacation rental cottage. It's a unique opportunity for you and your loved ones to own a place in paradise that will be enjoyed by all generations, for generations. The cottages set out to make the Margaritaville lifestyle possible for everyone to enjoy while visiting Orlando by offing a vacation experience that was on their terms and in their very own place in paradise. This stands out in a market that instructs you to do more and more while prescribing a vacation experience that visitors feel obligated to execute. It takes away the fun of vacation by adding the pressure of itineraries that are detailed down to the minute.

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.The sales team converted the provided leads into 550 deposits, which it turn became the 225 closed contracts that sold through all inventory in the first 2 phases of the development. This leaves 325 depositors awaiting new inventory, assuring continued sales success as more cottages are built in coming phases. The sales team accomplished all this without the aid of a single outside broker. The brochure was the key communicator and the main piece of collateral in the sales conversion process.

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?

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DivisionAdvertising

Sub-categoryAdvertising Single Entry

CategoryBROCHURE - Group Sales/Meetings

Entry TitleMargaritaville Resort Orlando : Cottage Sales Brochure

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 AnalysisMargaritaville Resort Orlando is a new resort that is being developed in Kissimmee, Florida. The resort is set on 300 acres and is scheduled to open in 2019. It will feature a hotel and 1000 vacation rental cottages to host guests. The resort will also feature an array of guest amenities, a water park, and retail center featuring dozens of restaurants and a movie theater. MRO has licensed the use of the Margaritaville name and brand for the purposes of this resort. MRO approached Concept Farm while in the preliminary stages of resort development and engaged CF to handle all marketing of the resort, working closely with both the resort developers and Margaritaville corporate marketing team to assure the resort was presented in an exciting manner that was also consistent with the parent brand.

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?