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:
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.

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.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

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).

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?

Entry TitlePonte Vedra Resorts

DivisionDigital Marketing

Sub-categoryDigital Campaign

CategorySearch Marketing Strategy

Classification