Hospitality Sales and Marketing Association International

RETURN TO LISTING

Adrian Awards 2021

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

As travel behaviors changed and our audience became more amenable to travel, Amelia Island’s top priority was activating its Instagram and Facebook fan bases to achieve the goal of re-engaging loyalists who already know that Amelia Island is a low-density paradise, while also getting the attention of new prospects who are eager to travel, but still want fresh air and social distancing. We created dedicated paid social media campaign assets for two specific audiences within our target markets: couples and families. A combination of story, in-feed and instant experience ad formats were utilized, along with a Facebook chatbot and portal ads, to keep the content fresh and engaging. Each ad featured welcome messaging and invited consumers to “Find Their Perfect Amelia Island Moment.” The copy and visuals highlighted the attributes of Amelia Island that vacation-hungry consumers sought: fewer crowds, more outdoor recreation and wide-open spaces. For Facebook and Instagram, story ads included a combination of animated graphics from the Moments campaign; a slide show of imagery lasting no more than :06 seconds; and copy that spoke in a natural, conversational tone to communicate the benefits quickly and effectively to resonate with Millennials and Gen Xers. A Facebook ChatBot Messenger campaign continued to engage in personalized 1-1 conversations and position Amelia Island as a trusted source for travel planning while answering travel and safety FAQ. A Facebook Augmented Reality Portal brought the campaign to life, allowing users to experience the quiet charms of Amelia Island in person, right from their mobile devices.

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)

During the state’s ongoing COVID-19 recovery plan, social media has proven to be the most impactful medium for our target audiences, with results: 15,552,890 impressions 4,024,849 reach 0.80% CTR 11,179 post reactions 805 post comments 591 post saves (user bookmarked the ad to return later) 1,417 shares 46,875 link clicks 1,711,662 times the videos were viewed a 100% completion Cost per action $.04 Cost per click $0.49 Newsletter sign-ups valued at $1,275 Augmented Reality portal experience results: 2,445,154 Reach 8,585,276 impressions average view time: 00:12.77 seconds ? 71 shares 36 post saves/bookmarks 43 post comments 573 post reactions Results for the campaign continue to trend in an upward direction. As Florida moves through additional phases of recovery and more consumers continue to resume their travel plans, we anticipate increased visitation to the island and higher engagement across all channels. The social media campaign has helped contribute to the outstanding overall tourism performance in fiscal year 2021, resulting in 29% growth in economic impact ($715 million) and a 17% increase in visitation (663K visitors) year over year. Over 52.5% of visitors saw or heard our brand messaging prior to their trip, a 6% increase over 2020, and visitors have a 97.7% satisfaction rating for the destination.

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?

Production budget: in-feed+Instant Experience + portal and chatbot: $20,000, Actual as budgeted

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?

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 Title

Amelia Island Social

Division

Digital Marketing - Social Media Campaign