Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Wequassett Resort and Golf Club partnered with renowned fitness guru and celebrity trainer Isaac Boots to bring his iconic namesake workout program TORCH’D to Cape Cod for an exclusive month-long residency. The marketing goals were: (1) Drive visitors and generate buzz, social engagement, and increase bookings at Wequassett Resort; (2) Launch celebrity trainer Isaac Boots’ first-ever TORCH’D residency in New England; (3) Enrich guests’ overall summer experience with one of the most sought-after fitness personalities in the world for a month-long series of ticketed, interactive fitness classes; (4) Introduce new offerings while targeting different market segments in luxury, lifestyle, and wellness.
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)
All four goals were achieved by seeking out and securing a partnership with Isaac Boots to create a month-long residency, holding classes every morning Thursday–Saturday in July, for guests and locals alike to experience Isaac’s renowned TORCH’D fitness program. By pitching the partnership to a range of national travel, lifestyle, wellness, and local and regional media outlets, over 60 million impressions have been secured to date in target outlets, including The Daily Front Row, OK! Magazine, The Boston Globe, Boston Magazine, Cape Cod Times, and more. The team also secured media visits for select writers to experience the partnership and interview Isaac Boots in exchange for editorial coverage. In addition, the team tapped into Isaac Boots’ roster of celebrity clientele to host a Midsummer Night’s Rinnaissance event on property hosted by American actress, television personality, and model Lisa Rinna and Isaac Boots featuring Rinna Wines and VIP attendees, including Fashion Designer Jason Wu, RuPaul's Drag Race alum Tina Burner, and more. The Midsummer Night’s Rinnaissance event was pitched to national celebrity and entertainment outlets, resulting in 10,130,913 impressions from press placements in Out Traveler, Star Magazine, OK! Magazine, InTouch Weekly, and more. In addition, Issac Boots supported the partnership on his Instagram page with 606k followers, sharing over 34 Instagram Stories, 2 Live Videos, and 4 static in-feed posts. Throughout Isaac Boots’ residency at Wequassett Resort and Golf Club, the resort’s Instagram page grew its following by 3,300 followers, increasing by 21% YOY, saw a total of 493,451 impressions, increasing by 24% YOY, and generated 10,000 profile views, increasing by 21% YOY. Similarly, click-through rates to the Wequassett website from the Instagram page increased by 73%. Attendees included in-house guests, locals, and other travelers. Nearly 50% of class attendees came from travelers staying at nearby hotels and locals.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The Wequassett x Isaac Boots partnership generated more than $20k in revenue from increased room revenue and occupancy of visitors who wanted to experience Issac’s classes. The resort had more than 230 TORCH’D Class attendees, generating a total of $11,833.96 in sales. As part of the partnership, Wequassett also hosted Lisa Rinna’s Midsummer Night's Rinnaissance VIP Dinner, which resulted in additional revenue of $7,543.32 in sales and room bookings, resulting in a total of 39 attendees. Wequassett’s return on investment was $12,300.
Please select a budget range for actual budget including any agency fees.
Entry Title
Wequassett Resort and Golf Club x Isaac Boots
Public Relations/Communications - PR Campaign Consumer
Public Relations/Communications
Entry Award: