Best Hotel And Lodging Integrated Ad Campaign

To show its appreciation for the service and sacrifice of first responders, Hawks Cay Resort offers its annual Hawks Cay Heroes Salute program, which includes exclusive savings and resort activities throughout their stay. Miles was tasked with spreading awareness of this well-loved Hawks Cay Resort tradition in its 12th year of distribution.

The 12th Hawks Cay Heroes Salute program required an integrated ad campaign that would extend reach to capture new Heroes in the nation, while retaining the many guests who have returned year after year. The campaign featured a partnership with Firehouse Subs and first responder communications, email, OOH (out-of-home) and paid social paired with captivating creative.

Paid social consisted of both upper funnel prospecting and middle of funnel retargeting. The prospecting video ad utilized a lookalike audience built from "Heroes" web page visits to target servicemen and first responders. This targeting tactic improved costs per landing page view by 40%. The middle-of-funnel tactic featured a carousel ad specifically retargeting users in the middle of the funnel who matched first responder and military interests. All resulting in a total campaign ROAS (return on ad spend) of 23 to 1.

The campaign resulted in a 104% increase in room nights and 137% revenue increase. Over three campaign emails, more than 38,000 delivered, with a 53% open rate. Using the integrated booking engine and analytics, the landing page reporting shows:
● YoY Room Nights: +104%
● YoY Revenue: +137%

Contributors:

Hawks Cay Resort, Marketing Director:	Matt Lawrence
Miles Partnership, Account Director:	Camron Reid
Miles Partnership, Account Manager:	Yaseman Pourhashemi
Miles Partnership, Paid Media Analyst:	Jessica Hill
Miles Partnership, Creative Director:	Jennifer Ha
Miles Partnership, Senior Graphic Designer:	Delaney Sholl
Miles Partnership, Content Director:	Samantha Sitt
Miles Partnership, Content Manager:	Makayla Keely

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.