REVITALIZING A PREMIER DESERT RESORT: A MULTI-FACETED MARKETING SUCCESS
The client, a premier resort in Arizona, sought to enhance its market presence and revenue during the summer months. Facing competition in a thriving hospitality industry, the resort aimed to position itself as a unique destination within the market. The goal was to attract both local residents seeking a staycation experience and out-of-town guests looking for a distinctive retreat.
The purpose
The primary challenge was to differentiate the resort in a competitive market, drive local and drive-market bookings, and ultimately boost revenue during the summer season.
The strategy
Our successful strategy hinged on strategic positioning, precise target marketing, a content-first approach, a robust digital marketing strategy, and a consistent brand voice. Together, these elements propelled the hotel’s results to remarkable heights.
- Strategic Positioning: Emphasizing the property’s distinctive features and prime location in Phoenix.
- Targeted Marketing Strategy: Focused on locals and drive markets to promote the resort as a premier summer destination.
- Content-First Approach: Leveraged a recent social media content mission to create visually appealing, social-first content for organic and paid campaigns.
- Multifaceted Digital Marketing Strategy: Integrated paid media, TripAdvisor, website landing pages, and email marketing to engage over 20,000 users.
- Consistent Brand Voice: Ensured messaging coherence across both paid and organic channels for a seamless audience experience.
The results
The success of this campaign underscores the power of a targeted, content-first approach in revitalizing a premier resort. The integration of paid and organic strategies, along with a consistent brand voice, played a pivotal role in achieving exceptional results. Key takeaways include the importance of leveraging unique differentiators, capitalizing on high-performing content, and maintaining a cohesive brand narrative across all channels. This case study demonstrates the potential for impactful marketing even with limited paid media resources.
Lotus Marketing is honored to have received a Bronze Adrian Award for Best Integrated Campaign – Content Marketing for this campaign.
Organic Social Media
Increase in audience growth
- +203.4% increase in impressions
- +214.3% increase in engagements
- +158.2% increase in total post link clicks
Digital Hotel Website
Increase in room nights
- 2% increase in hotel offer room nights
- 4% increase in total website visits
- 29% increase in total gross bookings
Paid Social Media
Increase in post link clicks
- Click-through rate: 2.56%
- Cost per click: $0.18
