Goal:
Increase Sales (Brand Website Bookings)
The Challenge:
Generate bookings among the adult and couples market to drive occupancy during the typically low season of January and early February. The resort was much better known as a family destination and had difficulty attracting adult couples previously.
Insight & Strategy:
Audience needed to be educated on all the available amenities, entertainment options and activities available for adults, and enticed with a special offer. We created a compelling offer and an engaging visual communication to deploy electronically to the hotel’s existing database.
The Result:
- Two days after launch, Google Analytics reported a 25.6% increase in page views over traffic reported in the previous year during same period
- Booking window began in November, generating over $71,000 (273 nights) during those months
- Second send earned an additional 219 nights of stays equaling $56,000 for January-February stays
$127,137
bookings revenue generated
492
room nights
Solutions Used:
- Email Marketing
- Lead Generation/Database Marketing
About The Client:
A member of Preferred Hotels & Resorts and an AAA Four-Diamond Award-winning resort, the tropical 60-acre Hawks Cay Resort is located midway down the Florida Keys at mile marker 61 on the island of Duck Key. With the completion of a $35 million renovation in 2008, the revamped resort boasts a tropical elegant décor that captures the true essence of the Florida Keys. The resort selected travel/tourism experts Diaz & Cooper as their brand agency to help increase bookings, market share and open new markets.
Testimonial:
"Wow, is all I have to say! This is an amazing return on a minimal investment…a great way to come out of the gate as a team! Now we’ve proven how strongly we can convert if we have the right audience and the right message..lead generation just became exponentially more important."
Jennifer Dinan
Marketing Director, Hawks Cay Resort
