Who: Shephards Beach Resort.
What: Popular resort destination.
Why: Lower trending travel and reduced bookings for Spring Break, declining interest in the Clearwater area for more hedonistic appeal in other destinations.
Solution: Spring Break Unrated. An integrated multi media campaign.
Result: Integrating event-themed creative, experiential marketing and new media tools to promote special events at Shephard’s has proven to be successful and vital to the increased revenues and the bottom line. The building of databases through opt-in-text has given Shephard’s a turn key database contact to promote future events, as have the daily increasing friend and fan counts on social media sites Facebook, Twitter, and Foursquare. Experiential promotions have generated a press response giving Shephards a measurable amount of “free media” time and in every instance driving traffic to a micro site for further measured results. Reduced media costs posted against increased traffic and sales have given Shephard’s an exponential return in ROI. This resort (and very happy client) has seen steady, higher than average numbers for special events, reporting 4% and higher 2009 over 2008 and 3% higher 2010 over 2009 We admit we toot our own horns to boast pride in these numbers in a down economy when most resorts are reporting losses of 10 -15%. That’s a true testament to the power of creative, non-traditional promotions!