Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Award-winning Maine resort, Hidden Pond, partnered with American Menswear Designer Todd Snyder to re-launch its 20 one-bedroom bungalows in 2022, providing travelers with a luxurious upgraded suite option filled with exclusive merchandise. The Snyder team returned in August 2023 to recreate the Snyder’s Cabana Club experience. Originally debuted in New York City to celebrate the brand's summer collection launch, Snyder’s Cabana Club was a pre-summer cocktail party featuring a Menswear destination with Todd’s new seasonal collection. Launching the experience in Maine with a New England twist, Snyder recreated the Cabana Club experience in Hidden Pond’s rustic-chic Event Barn, complete with a rotating activity calendar for kids and adults during one the wettest seasons in Maine’s history.
The marketing goals are as follows: (1) Create media interest, social awareness and entice travelers to book a stay at Hidden Pond; (2) Enrich guest experiences by relaunching the bungalows to create a one-of-a-kind stay in distinctly designed suites, as well as launching an immersive shopping experience, while attracting new key markets to the hotel and sustaining the property’s regulars; (3) To echo Hidden Pond’s ethos of rustic charm by partnering with Todd Snyder - known for his cutting edge design - and play off his expertise in fashion to provide exclusive shopping experiences within the suite and Cabana Club.
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 of the original three goals were achieved by partnering with American Menswear Designer Todd Snyder to re-launch the property’s bungalows, offering an enchanting stay in an unparalleled and thoughtfully curated setting, and bringing his NYC Cabana Club to Maine. Hidden Pond continues to expand upon its partnership with Todd Snyder by creating new and unique ways to blend design and travel. The relationship started with the debut of Todd Snyder’s first-ever hotel collaboration with The From Away Lodge in 2020, the 20 Bungalows by Todd Snyder in 2022, and Todd Snyder’s Cabana Club activation in 2023. Each project incorporates Snyder’s expertise and stylish eye with inspiration from the surrounding area, bringing the outdoors indoors.
Results were achieved by securing an exclusive in Architectural Digest and featured articles in multiple key outlets, targeting fashion, design, and travel, such as House Beautiful, Town & Country, The Boston Globe, Nobleman Magazine, Mr. Porter, and Decor Maine. Introducing the three immersive bungalow themes of Seaside, Countryside, and Mountainside, the exclusive co-branded merchandise, custom Spotify playlist made by Todd Snyder, and the elements of surprise and a sense of adventure in every corner, resulting in more than 192.5M media impressions.
In addition to coordinating individual media trips to experience the ongoing partnership, the team facilitated over-the-top group weekend experiences for press on behalf of target publications, including Vanity Fair, Domino, Vogue, House Beautiful, Condé Nast Traveler, Modern Luxury Boston, in exchange for editorial content. Additional one-off visits, including access to the quaint coastal Cabana Club, were also coordinated for target media on behalf of Boston Magazine, Robb Report, InsideHook, and Condé Nast Traveler
For reference, the starting rate for a stay in The Bungalows by Todd Snyder is $650+/night and includes: a 650-square-foot bungalow outfitted with a floor-to-ceiling ston
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?
From September 23rd, 2022, to September 8th, 2023, The Bungalows by Todd Snyder generated $2,103,968 in revenue. Before this, in May 2022 - September 2022, The Bungalows by Todd Snyder generated $1,958,990, resulting in combined total of $4,062,958 in revenue from May 2022 - September 2023. The current return on investment is $2,862,958.
Entry Title
Hidden Pond x Todd Snyder
Division
Integrated Campaign - Experiential Marketing