Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our goal for this ad campaign was to utilize the power of emotions to create a unique and memorable brand experience for our target audience. We wanted to evoke strong emotional connections with potential visitors by incorporating a custom-scented card into our full-page ad: One that captures the essence of the beach. This innovative use of scent in our marketing strategy was designed to set us apart from competitors and create a lasting impression. By integrating carefully selected scents (coconut and suntan) that transport readers to the beach, we sought to engage our audience on a deeper level and foster trust and loyalty. Emotions play a crucial role in the decision-making process, especially when it comes to choosing a destination for a luxury getaway. Our aim was to differentiate this destination in a highly competitive market, guide consumer behavior, and stimulate interest in visiting luxurious Florida’s Paradise Coast. We recognized that scent marketing has the unique ability to work on a subliminal level, subtly influencing customer decisions. Scent marketing taps into emotions and memories, creating a powerful connection between scents and positive feelings. Studies show that people remember scents more vividly than other sensory experiences, leading to better brand recognition and recall. Additionally, scents can subconsciously encourage certain behaviors, like making purchase decisions, by triggering specific emotional and sensory responses. Through this immersive and sensory approach, we aimed to inspire potential visitors to not only consider this destination but also to make it their top choice for a luxurious beach vacation.
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)
Our marketing strategy incorporated the innovative use of scent, a powerful yet often underutilized element in branding and customer engagement. By integrating a carefully selected scent into our print ad, we aimed to create an immersive and memorable brand experience. Additionally, a QR code was placed on the ad driving users to a landing page where they could find unique things to do at the beaches, the outdoors, and other activities that could resemble the chosen scent of coconut and suntan. Adding this aromatic dimension to a typical print ad not only enhanced brand identity but also established emotional connections with our consumers, fostering trust and loyalty. Through scent marketing, we sought to differentiate ourselves in competitive markets, guide consumer behavior, and boost interest and visitation in the destination. Distribution: 307,800 subscriber copies of premium selected magazines reaching affluent consumers in publications such as Elle Decor, Smithsonian, and Food & Wine that are perfectly aligned with the brand’s affluent target demographics between the ages of 25-64 with an HHI of $175K+. The website landing page had a +24% increase YOY in February and a +73% increase in March. Chicago ranked #6 in the list of Traffic Locations to the website in February and March followed by Hartford-New Haven which shows a 57.6% lift YOY in website sessions.
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 consequence of the innovative strategy implemented and executed during the months of February and March, we achieved a record-breaking surge in website visits/traffic during the month of March, demonstrating a notable 5.3% increase from 2022. This outcome serves as compelling evidence that our messaging and creative efforts effectively resonated with the target audience within those markets. When factoring in the average booking window for travelers in the destination, which is approximately 40 days, the cumulative Economic Impact from February through July 2023 exhibited a substantial year-over-year lift of 31.6%. This result substantiates the relevance of our messaging and unique strategy to the intended audience. The expenditure from our top-tier High Household Income (HHI) demographic, those with incomes exceeding $175k+, in the Chicago market notably increased from 31.1% to 35.3%. This shift towards higher-value demographics aligns seamlessly with the brand objectives. The Market Index for the Hartford-New Haven area experienced a remarkable year-over-year increase of 14.3%. It's worth noting that the Market Index, which assesses the interplay between website traffic, destination visitation, and visitor spending, serves as a robust indicator of our marketing impact.
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Entry Title
Naples, Marco Island and the Everglades - Florida's Paradise Coast: ONLY Scent Card
Advertising - Print Collateral
Entry Award:
Bronze, President's Award