Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Situated on 60 acres of pristine birch tree forest, the award-winning Southern Maine resort Hidden Pond continuously partners with renowned American Menswear Designer Todd Snyder to bring a new level of design to their accommodations and gain media attention to ultimately attract guests interested in fashion, travel, nature and more.
The marketing goals were to (1) target an audience in the New England area, including Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. (2) Highlight the new chapter in Hidden Pond and Todd Snyder’s haute hospitality partnership, following the vast success of Todd Snyder’s first-ever hotel collaboration with the property in September 2020. (3) Coordinate an interview with Menswear designer Todd Snyder, lending first-hand insight, personal anecdotes, and additional information beyond the press release. (4) Spotlight the resort as a leader in hospitality design, tailoring accommodations to the needs of todays travelers.
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 four goals were achieved by expanding upon the partnership with Hidden Pond and American Menswear Designer Todd Snyder to create The Bungalows by Todd Snyder. (1) The Hidden Pond team pitched, coordinated, facilitated, and assisted in garnering coverage of The Bungalows by Todd Snyder on The Boston Globe, New England’s best source for news, sports, opinion, and entertainment and the winner of a total of 26 Pulitzer Prizes, with an average circulation of 235,236. Efforts resulted in coverage on the front page of Sunday Travel and a full-page spread under the Travel section on Boston Sunday Globe, August 7th, 2022. (2) Through a curated launch weekend, Hidden Pond welcomed key players, including Snyder and his team, all designers and collaborators involved, top-tier media, and loyal fans of the brand, back to the property for an exclusive first-look at the bungalows and celebration of the continued partnership. Kicking off June 3rd, 2022, and running through the weekend, following a welcome cocktail reception, Snyder and the Hidden Pond team guided guests through each design concept, calling out design elements from local vendors and big-name brands alike; Imagery of Snyder included in print coverage. (3) Coordinated interview between travel writer and columnist Christopher Muther and Todd Snyder to shed light on Snyder’s relation to Maine, his partnership with the luxurious resort, and the process of designing each distinct theme, including sourcing from local and sustainable establishments. (4) Through high-res imagery, captured by acclaimed photographer Douglas Friedman, coverage showcased two of the three unique design concepts, Countryside and Mountainside, showcasing diversity in style preference and the resorts ability to capture core memories and feelings from Todd Snyder’s travels and turn them into hospitality experiences.
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?
As a result of the piece on Boston Globe.com, 99 users were referred to the Hidden Pond website that week. In addition, the engagement time on the website went up by 20 seconds, meaning users stayed on the website longer than usual and through that week, the hotel saw $50,720.45 in revenue. Sharing the news of the collaboration with readers in the surrounding area of Kennebunkport, this piece extended the presence of Hidden Pond to potential guests who are interested in a chic and quintessential New England getaway.
Entry Title
Hidden Pond x The Boston Globe
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications