The Web Marketing Association is proud to present this 2021 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Online Campaign
Islamorada Resort Collection features four unique oceanfront properties within five miles of one another. While a complimentary resort shuttle allows guests to travel and experience the amenities at the sister resorts, the collection didn’t have a unifying brand campaign to promote its special holiday offer across all properties. A new campaign had to unite all, while still highlighting the distinct brand voice and target audience of each property: ● Postcard Inn Beach Resort & Marina ○ Target: Parents of teenagers | Voice: easygoing ● Amara Cay Resort ○ Target: Couples aged 25-45 | Voice: romantic ● La Siesta Resort & Marina ○ Target: Higher income adults aged 35-60 | Voice: charming ● Pelican Cove Resort & Marina ○ Target: Parents of toddlers and school-age children | Voice: playful To develop a campaign that let each property shine while highlighting Islamorada as a premier beach destination, we created a multichannel campaign for their holiday offer featuring up to 40% savings. Dubbed the 12 Ways to Holiday Sale, the creative utilized a festive template format that unified the properties while also providing design customizations specific to each resort. The campaign included emails, landing pages, banner ads, paid social ads and an organic social calendar with daily posts celebrating the 12 Days of Islamorada during which the sale was running. The 12 Ways to Holiday Sale was exceedingly successful, increasing purchases nearly tenfold despite an ongoing pandemic: ● 1,922 Room Nights Booked ● 19.3:1 Average Return on Ad Spend
Contributors:
| Leisure Sales and Marketing Manager: | Yana Byazrova |
| Vice President Sales & Marketing: | Linda Haserot |
MILES PARTNERSHIP
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.