case studies
PROMOTING UNIQUE PRODUCT OFFERINGS TO STAND OUT AMONG THE COMPETITIVE SET
THE SITUATION
The team worked with Intrepid Travel to conceptualize a new range of tours that would add value to the traveler while generating media coverage around the brand’s digital detox tour collection. The digital detox tours were developed from Intrepid Travel’s four most popular tours with an added twist – no technology allowed on the 8–10-day trips.
The agency was tasked with securing U.S. media coverage for Intrepid Travel across consumer and trade media.
THE SOLUTION
Our work with Intrepid Travel has relied on both proprietary research by Intrepid Travel and the client’s own consumer data, which shows an increasing appetite for new, story-worthy experiences. In other words, we know that today’s travelers seek unique experiences that make for great stories when they come home.
In the case of the Digital Detox Tours, we used Intrepid Travel’s proprietary research, which found out how constant access to phones, social media and emails were impacting Americans. Intrepid Travel had already taken that research along with the brand’s consumer insights to develop an infographic that was also an asset to our media outreach.
With the research, insights and infographic, the agency developed a compelling pitch that was the driving force in our proactive media outreach. The outreach introduced the new tours and that helped solve a trending problem among Americans while staying true to the brand’s style and purpose of travel.
THE SUCCESS
As a result of our proactive media outreach, the agency secured more than 20 placements and more than 205 million impressions across print, broadcast, and online channels including The Los Angeles Times, Forbes, Inc., VOGUE, U.S. News & World Report, and the TODAY Show. Additionally, the coverage resulted in 7,000 unique visits to the brands pages that led to significant trip bookings beyond the Digital Detox Tours.
Intrepid Travel Digital Detox Tour The Taj Mahal in Agra India travel hospitality
DIGITAL & SOCIAL MEDIA CAMPAIGN DEVELOPMENT TO INCREASE RESORT & BRAND AWARENESS
THE SITUATION
The agency was given the task of creating an event to celebrate Renaissance's Global Day of Discovery on June 11. With limited time and budget, they came up with several creative ideas to highlight the resort's standout features - a 40-acre private island and resident flamingos.
THE SOLUTION
The agency launched the "Let’s Flamingle" guided walking tour and "Discover Flamingo Love" romance package to enhance the guest experience and generate revenue. To celebrate National Pink Flamingo Day, we ran a #FlamingoFriday Facebook campaign, sharing photos and videos of a flamingo wedding ceremony. We also donated to Animal Rights Aruba and matched Facebook likes/shares with a florin.
THE SUCCESS
No additional costs were incurred beyond the core retainer for this campaign. The campaign achieved major national media coverage and generated significant social media engagement, resulting in 17,180,000 impressions with an advertising equivalency value of $1.5 million.
The social media posts created by the agency received 2,825 likes, 895 shares, 228 comments, and reached 189,138 people, with 16,703 views for the wedding video (strictly on Facebook). The charity post alone garnered 1,418 likes, 739 shares, 22 comments, reaching 101,737 people and prompting the resort to donate 2,500 Aruban dollars (florins) to Animal Rights Aruba.
Renaissance Wind Creek Aruba Resort
INTERNATIONAL HOSPITALITY BRAND LAUNCH IN NORTH AMERICAN MARKETS
THE SITUATION
NH Hotel Group is Europe’s third-ranked business hotel chain, operating close to 400 hotels with almost 60,000 rooms in 28 markets across Europe, the Americas and Africa. As a leader in the European and Latin American markets, NH Hotel Group set out to raise awareness and become part of the consideration set for business and leisure travelers from the North American market.
To generate greater brand recognition and secure media coverage, the agency was tasked with helping promote the reopening of the NH Collection Eurobuilding in Madrid, the flagship of the group’s premium brand.
THE SOLUTION
The agency researched key print and online media outlets along with top-tier freelance journalists that aligned with NH Hotel Group’s primary and secondary target audiences and would be able to best showcase the brand’s exclusive 3D holographic telepresence technology and its focus on premier gastronomy with Michelin-starred chefs in their coverage. The team distributed the launch press release for targeted, widespread distribution and extended press trip invitations to a very targeted list of consumer and trade media focused on business travel, gastronomy, and technology to attend the high-profile launch event in Madrid.
THE SUCCESS
The campaign generated more than 36 million impressions to date with an advertising equivalency value of $1.3 million in top-tier publications such as the New York Post, Forbes, and Yahoo! among others.
NH Collection Madrid Eurobuilding
