Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Objective 1: Increase brand visibility with strategic mix of mass-reaching influencer/celebrity partnerships and digital marketing. Goals by tactic: At least 100M impressions, 1M video views, 100K engagements, 15% email open rate and 50K web sessions within 90 days of the relaunch to affect spring/summer bookings. Objective 2: Improve guest satisfaction score for property experience. Goal: Increase by at least 3 points compared to 2018. Objective 3: Solidify repositioning as luxury resort by impacting room rates. Goal: Command increase in RevPAR by at least 10% compared to 2018.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
• Luxury travelers in the U.S. with household income of $100K – 150K+ across all generations, especially ages 25-40 • Special focus on Gen Xers who are more likely to be traveling for milestone occasions (Vrbo) and Millennials who are taking more frequent ‘micro-vacations’ with friends to celebrate special events (Travel + Leisure)
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Research: • Audit brand, media and guest surveys • Identify travel trends • Select top tools: o Influencers: 61% interact with influencers daily; 87% of shoppers are inspired by influencers to buy (Keyhole) o Celebrity: 45% believe celebrity endorsements are positive (Marketing Ideas 101); 33% of social users follow celebrities (Campaign) o Social: 40% prioritize ‘Instagrammability’ when choosing a vacation (Forbes); 52% of Facebook users are inspired to travel by friends’ photos (MDG Advertising) Planning: • Develop marketing strategy, plan, KPIs • Develop messaging, content • Create celebration packages • Update website • Negotiate PureWow partnership • Secure influential stays • Build media outreach plan Implementation: • Launch ‘Better at Breathless’ campaign and website with new celebrations page, videos, articles, emails • Host influencer Ryan Neuman and HGTV’s Property Brothers for celebrations • Launch PureWow content • Media outreach, social promotion • Track
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Every day and every celebration is better at Breathless Resorts & Spas, a new kind of luxury, adults-only destination. How We’re Different: Breathless Resorts & Spas was designed for groups to mix and mingle on idyllic beachfronts. Because life is #BetterAtBreathless, guests can break the routine with activities for every mood. Amenities and extras like bottle service, help travelers celebrate life milestones, from birthdays to bachelorettes. What Makes the Campaign Different: During a time when destinations were seeing double-digit occupancy drops due to misleading safety concerns, it was essential for Breathless to carve out a niche. By owning ‘celebration vacations,’ the ‘Better at Breathless’ campaign successfully positioned the brand as a sophisticated playground for adults to escape routine, and a destination for memorable celebrations. Celebrity influencers validated the brand persona, quickly changing the social and media narrative, where travelers look to be inspired.
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.
Objective 1: Increase brand visibility with strategic mix of mass-reaching influencer/celebrity partnerships and digital marketing. Goals by tactic: At least 100M impressions, 1M video views, 100K engagements, 15% email open rate and 50K web sessions within 90 days of the relaunch to affect spring/summer bookings. Result: 193M impressions across all media; 1.75M video views and 473K engagements; emails saw a 45% open rate (26% above average). Website traffic saw a 1.3% lift with +53K sessions following the relaunch. Objective 2: Improve guest satisfaction score for property experience. Goal: Increase by at least 3 points compared to 2018. Result: Increase of 3.9 in average guest satisfaction scores, some properties seeing a jump as high as 6.7; the experience category increased by 3.5. Objective 3: Solidify repositioning as luxury resort by impacting room rates. Goal: Command increase in RevPAR by at least 10% compared to 2018. Result: Increase of up to 23% in RevPAR in Q2 2019
Entry Title
Breathless Resorts & Spas owns the ‘Celebration Vacation’ to reset brand image
Division
Public Relations
Sub-category
PR Campaign
Category
RE-LAUNCH OF EXISTING PRODUCT
Classification
Entry Award:
Gold