Goals: Clearly state your marketing goals. 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?

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.Situation: As the travel industry was hit hardest by COVID-19, AMR™ Collection met the challenge to strengthen guest confidence. One of the first to act, the company deliver enhanced offerings and safety solutions through its CleanComplete Verification™ protocols. The luxury resort collection also focused on helping make travel decision-making easier by leaning into what consumers wanted: safety, flexibility, and value. What this meant, however, would continue to evolve over the course of the next few months. Challenge: In January of 2021, the Centers for Disease Control and Prevention (CDC) expanded travel requirements yet again to include showing proof of a negative COVID-19 test for all air passengers entering the United States. AMR™ Collection was challenged to further expand its protocols with the launch of CleanComplete+ to ensure guests had access to safe testing while visiting their properties, flexibility in the event they were required to quarantine in destination, and value for their vacation dollar.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?Goals: 1. Build awareness of enhanced CleanComplete+ safety protocols with at least 200M impressions from 200 placements. 2. Strengthen credibility with key AMResorts® executive interviews. 3. Drive 70% increase in landing page traffic and secure at least 75% positive sentiment to validate that the efforts were reaching potential travelers. Implementation: Immediately following the CDC's increased travel requirements, AMR™ Collection moved quickly to mitigate cancelations and provide another layer of convenience. Its enhanced CleanComplete+ program was introduced to give AMR™ Collection guests complimentary COVID-19 viral antigen testing onsite and quarantine stays. To support the rollout of these recovery initiatives, AMR™ Collection launched an integrated communications program that emphasized PR efforts to effectively reach vacationers.

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?Through the new CleanComplete+, guests of AMR™ Collection experience the ultimate luxury vacation at each resort with maximized flexibility and value, while reassuring that safety and convenience are key considerations of all resort teams. As a result of AMR™ Collection’s flexible policies, cancellations were kept to a minimum as guests had confidence and peace of mind to travel when ready. 1. Goal: Build awareness of the enhanced CleanComplete+ safety protocols with at least 200MM impressions from 200 placements. • Results: The campaign garnered 419.5M media impressions, exceeding the goal by 110%, from 552 media placements, exceeding the goal by 176%. • CleanComplete+ was featured in mass-reach consumer media, as well as in regional outlets and in top industry publications, Top outlets include American Way, MSN, CBS Newspath, Forbes and The Points Guy. 2. Goal: Strengthen credibility with key AMResorts® executive interviews. • Result: Key AMResorts® executives interviewed or quoted in 96% of secured coverage. 3. Goal: Drive 70% increase in landing page traffic and secure at least 75% positive sentiment to validate that the efforts resonated with travelers and their needs. • Results: The integrated campaign drove 81% in web sessions per day, exceeding the goal by 16%, and received 97% positive sentiment, exceeding the goal by 29%. Budget: • PR hours for promotional support were covered under a monthly retainer and with support from the AMR™ Collection in-house corporate marketing department. • Media coverage alone generated $433,156 in ad equivalency, leading to an ROI of 433,156:1.

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 TitleAMR™ Collection Strengthens Guest Commitment with CleanComplete+

DivisionRecovery Campaign Evolution - Recovery Campaign Evolution

CategoryRecovery Campaign Evolution