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?
Both campaigns focused on targeting the right audiences with a relevant offer within their lead time window. We got in front of the consumers at the time they were looking to make decisions on travel plans. Brand campaigns Inn & Club and Lodge & Club Dominate bid auctions by achieving a high impression share are outrank OTAs also competing for bookings. Focus on historically strong keywords and test trending search terms based on seasonality Research geographical areas that had the highest propensity to book online Pause underperforming keywords Non brand campaigns Inn & Club and Lodge & Club Research keywords that had an above average click through rate and include them in the campaign Test Gallery Ads to tell a story to mobile customers in the upper funnel phase of their travel journey Research geographical areas that had the highest CTR
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
-Feeder markets including Florida, Georgia, Tennessee, South Carolina, North Carolina -Hyper local markets to target consumers in the St. Augustine/Jacksonville area looking for a weekend getaway or weekday family summer vacation
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Research included analysis on Google Analytics, Google Ads and TravelClick proprietary iHotelier data focusing on lead time was completed. New ads were included in the PPC campaigns using keywords within the copy to boost quality score and improve impression share. Promotion extensions were added and timed accordingly to create a sense of urgency for consumers to take action.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Messaging included the value proposition for the Ponte Vedra Resorts properties. Relevant offers including a Winter Escape, Valentine’s Day Weekend, Mother’s Day and Summer Escape ads were added in the appropriate lead time and paused after offer concluded. We mirrored the same message with Ponte Vedra Resorts public relations efforts, print and social media campaigns to give consumers message and branding consistency. Images used were also consistent. We are very fortunate that Ponte Vedra Resorts is a unique resort unlike any other in the market with beautiful images showcasing location, amenities and activities. We utilized these images to tell a story to peak consumer interest.
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.
+111% impression share nonbrand +1007?% nonbrand conversions +48% brand conversions +87% overall conversions +43% revenue • Brand awareness improved and 1007% more conversions were generated through nonbrand campaigns. Bookings increased overall by 87% and revenue increased 43%. • Please refer to attached presentation for more detail.
Entry Title
Ponte Vedra Resorts
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Search Marketing Strategy
Classification
Entry Award:
Bronze