Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Situation: With 2021 marking their 20-year anniversary, AMResorts® set out to introduce the company’s first-ever master brand: AMR™ Collection. Launched in August 2021, AMR™ Collection ties together a portfolio of six luxury, all-inclusive resort brands spanning 102 properties across 36 destinations under one new name. As part of the new master brand, the company introduced a new brand architecture, inclusive of brand restructuring, new four- and five-star collection quality tiers, and product line extensions. The roll-out included a new brand identity and guidelines, including brand logos, essence, promise and values. As part of the master brand initiative, the AMResorts® team unveiled a redesigned website, and campaign video, all alongside a new tagline, “Celebrate Every Moment.” After a time where moments were missed and celebrations were postponed, the timely message resonated well with AMR™ Collection audiences. Challenges: Amidst ongoing turbulence in the travel industry caused by COVID-19, the master brand launch had to be done with a strategic approach, focused messaging and the right vision that would guarantee positive reception by the trade industry, capture consumer confidence and maximize the impact of the overall announcement. To break the news, the team prioritized securing an exclusive feature piece in a top industry trade outlet to reach a key audience of industry advisors and travel agents to spread brand awareness to those with access to future guests. Goals: - Secure an exclusive feature with a prominent industry trade to maximize the announcement to relevant audiences and the travel agent community. - Capitalize on opportunity to push forward company thought leadership, positioning Senior Vice President of Marketing & Communications Erica Doyne and her vision in resulting interview. - Generate a minimum of 100,000 impressions through resulting feature with an omnichannel presence.

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. (for example, click through rates or ad equivalency)• Goal: Secure an exclusive feature with a prominent industry trade to maximize impact of announcement to relevant audiences and the travel agent community. - Result: The Q&A article with Travel Weekly published through their popular and prominent column “On the Record”, linked directly to the outlet’s additional coverage of the AMR™ Collection announcement – which went live as an exclusive in tandem with the press release announcement. The resulting messaging provided an in-depth look at what the master brand launch means for the industry and travelers, the strategy behind the approach, significance of AMResorts®’ 20th anniversary, upcoming openings and impact on the travel agent community. • Goal: Capitalize on opportunity to push forward company thought leadership, positioning Senior Vice President of Marketing & Communications Erica Doyne and her vision in resulting interview. - Result: As a digital weekly column of the industry’s best and brightest, “On the Record” positioned Erica Doyne among other prominent leaders and offered her a platform to clearly outline the goals and corresponding strategy of the launch’s tactics. It also provided a keen opportunity for Doyne to discuss the innovative launch in context of competition. As she noted, “You do have all of these other players coming in, but for us, it's always been about pushing ourselves to be different and making sure that we're always innovating,” setting up that the new master brand was truly in response to the needs of the audiences served by Travel Weekly’s readership. • Goal: Generate at least 100,000 impressions through resulting feature with an omnichannel presence. - Result: The coverage reached Travel Weekly’s audiences via website and newsletter, totaling over 430,000 total impressions and $10,325 in advertising value.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?• PR fee for media outreach and coordination was $2,000. • ROI: 5:1

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

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.

Leadership: 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?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleAMResorts Makes a Splash with Exclusive Q&A for New Master Brand Launch

DivisionPublic Relations - FEATURE PLACEMENT ONLINE - Trade Media

CategoryPublic Relations