family-oriented resort

The Challenge:

A 15-year old, family-friendly resort that draws from a 200-mile radius of their location was faced with lower budget restrictions and higher revenue goals. Our campaign needed to show an increase in bookings for the spring opening while working with a decreased budget.

The Solution:

Geographically-targeted media aimed at parents with younger children was utilized to drive prospects to a custom-designed landing page offering mid-week family specials. Our digital media mix included email targeted to families with two plus children, with a household income of $55,000+ and within 200 miles of the park. A strong call-to-action was used in the subject line with two distinct offers. Next, new SEM ads were created to support the special promotion with a proprietary 800 number in the copy. We re-targeted banner ads within an ad network, using custom channels for family and local media sites. Multiple special mid-week offers and entries to a great giveaway contest promoted on Facebook were integrated into the campaign. The campaign was also supported by local radio appealing to moms and kids (Disney.)

The Results:

We exceeded the client’s goals for new bookings before Memorial Day by 123%. Due to the campaign’s success, the client wanted to continue the program through August. Beyond bookings, other key performance indicators included increasing Facebook “likes” by 230% and increasing CRM by creating a family loyalty program designed to increase the number of visits per family for the following year.

Posted on Friday, March 23rd, 2012 at 5:29 AM. Filed under: case studies Tags: case studies RSS 2.0 feed.