Best Hotel And Lodging Email Message, Best Of Show Email Message

In 2014, Hilton Sandestin celebrated 30 years as the Northwest Florida’s largest full service resort. More than 60% of Hilton Sandestin’s guests are repeat visitors. Following an extensive $13 million renovation, the resort sought to reintroduce the vastly-transformed property to past guests subscribed to their opt-in email list. To accomplish this, the announcement of the renovation’s completion was carefully tied to the launch of the resort’s dramatically redesigned website and bi-weekly email. The goal of the email was to visually demonstrate the extent of the resort’s changes with a coordinated design reflective of the resort’s new on-property experience. Key to the success of delivering the message was the ability to drive traffic to the website where the visitor would be met with the beautiful new imagery showcasing the property.

8,472 of the sent emails were opened, which aligned with the average 8,500 open rate of the bi-weekly emails. However, once the newly redesigned email was opened, response changed dramatically! 12.02% of those opened clicked through to the website, where the goal was achieved of reintroducing past guests to the property. This was a remarkable increase over the average click-through rate of 3.69%. Better still, of those site visitors, 2.95% clicked through to the booking engine. Not only did the redesigned email produce an initial surge in click-through rates, but the bi-weekly email continues to outperform previous emails by more than double with higher open rates and an average of 8.10% of the emails opened delivering website visitors.

Contributors:

Account Director, Miles:	Camron Reid
Creative Director, Miles:	CA Clark
VP Sales & Marketing, Hilton Sandestin Beach Golf Resort & Spa :	Richard Ross

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.