HSMAI Marketing Review August 2009 - 9

pitched the package using the timely Leap Year angle to travel deals editors at top newspapers, hospitality trade publications, Web sites and regional magazines. The package was also listed on the RockResorts Web site. THE RESULTS: Over 340 guests booked the package, including 183 room nights at The Lodge at Vail and 89 bookings at La Posada de Santa Fe. The total bookings revenue generated was over $375,000. Due to the popularity of the package, the company has decided to proactively create more brand-wide initiatives surrounding major holidays and trends. “The Leap Year Package was a very valuable marketing tool for us,” said Stan Brown, president of RockResorts. “The idea was a successful incentive for our guests, and helped us continue to offer value that today’s RockResorts guests are looking for.” The package was placed in USA Today, Travel + Leisure online, the Daily News (NY), Recommend magazine and others. Additionally, “Leap Year” was featured with resort images in California-based 805 Living magazine. The package reached an overall print circulation of three million readers and received more than 14,505,270 hits on the Web. And still another resort company, more family oriented than luxury, needed a spur to its off-season business. THE COMPANY: Beaches Resorts, a chain of family-oriented resorts in the Caribbean. THE SITUATION: The fall was a traditionally off-season for the Caribbean in general and for family-focused Beaches in particular, once older children head back to school in September. THE SOLUTION: Lou Hammond Associates , the company’s public relations agency, launched a WonderFALL Season promotion to change the perception from off season to a reason to travel by focusing on parents of pre-schoolers who can benefit from reduced rates, fewer crowds, and personalized proAUGUST 2009 • HSMAI MARKETING REVIEW grams. The program highlighted excluofferings to spend a day at the hotel sive partnerships with appropriate without staying a night. The hotel has 20 brands like Sesame Workshop, Crayola, shops, none of them a chain; and a and Xbox 360 (a video game player). A recently redone spa, as well as several message was crafted highlighting added highly regarded restaurants. value for family vacations at Beaches, THE SOLUTION: Eight years ago, the including: new Sesame Street live stage resort put together a program called “A shows; Family Learning Adventures host- Day At The Del.” that included advertised by Sesame Workshop; activities celeing in regional publications, public relabrating Grandparents Month tions, and a collateral piece distributed (September); premiere poolside movies, by mail. The message was that The Del and more. WonderFALL was announced was a place where a visitor could have a at a press conference at Sesame Street vacation in a day—not only with shopStudios for key family media. A spring HOTEL DEL CORONODO press trip previewed the upcoming season of events; and individual pitches were made to media highlighting value and innovative activities. THE RESULTS: The campaign achieved key placements in family outlets such as Parents, Cookie and Kiwi magazines. There were broadcast placements in national and syndicated ping, spa and dining—but with biking, outlets such as the CBS Early Show and beach going, and more. While “A Day..” NY1 “Travel with Val.” Feature placedoes not specifically include any “deals,” ments were achieved in print and online says Lauren Donoho, a resort outlets such as the Washington Post, spokeswoman, it is frequently tied in About.com and MSNCB.com. with other programs like Thursday night Combined audience reach was nearly 80 Spa Soirees that include complimentary million impressions. In addition, fall appetizers and champagne with a spa bookings for Beaches Resorts were up 50 treatment. percent over the previous year. THE RESULTS: According to Donoho, the program was immediately successful and has remained so over the years – in Sometimes a marketing initiative that has been in place through good a number of ways. In addition to driving times suddenly becomes even more significant ancillary revenues, “A Day,,,” has also enabled the property to maineffective in not-so-good times. tain communications with regular visitors—letting them know about the $150 THE RESORT: The Hotel Del Coronado, a vintage resort in San Diego. million in enhancements the resort has made in the last few years—including THE SITUATION: Executives realized new stores, the spa, and new dining that many people came from nearby options. “We keep giving them new reamarkets to take advantage of The Del’s 9
HSMAI Marketing Review August 2009

Table of Contents for the Digital Edition of HSMAI Marketing Review August 2009
