A LUXURY BEACH RESORT TRANSITIONED INTO A NEW BRAND DURING THE PANDEMIC
The purpose
In the midst of the global pandemic, a Southern California beach resort transitioned into an uber-luxury brand. Due to the state of the travel industry, there was minimal awareness surrounding this brand transition. The hotel sought to build awareness of its new identity locally and beyond.
The “If you please” campaign invited travelers to visit the property – if they pleased. This open invitation was warm, elevated, and wanderlust-inducing. In combination with a thoughtful paid social strategy, KPIs were maximized for optimal results.
The strategy
This property transitioned into a new brand at the beginning of the global pandemic. Due to the timing, the transition did not get the exposure initially planned. Coming out of the global pandemic the property sought to establish better awareness within the destination and globally of its new brand identity. To help them accomplish this goal, we implemented a reels-first strategy that focused on showcasing the expansive resort offerings paired with targeted paid social to ensure the video content was optimized for maximum exposure. This strategy targeting local and drive market audiences led to a significant surge in link clicks back to the booking engine.
The results
In just a 5-month span the resort saw spectacular results:
Follower Growth
increase in followers (over 2K)
Engagement
- Increase in engagements (over 977K)
- 65% increase in post sharing – content shared over 800 times
Web Traffic
increase in link clicks back to booking engine, 100K link clicks
Social media style guide
