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Client:
Elegant beach Resort located in a remote region of northern Florida. The
550+ room Resort and Spa is known for its championship golf course, romantic villas, luxurious
spa services, and award-winning restaurants.
Situation:
The Resort experienced low occupancy during the off-season summer months and
struggled to increase leisure business year-round. The Property sought to
position itself as one of the premier resorts worldwide and compete with the
top 20 most recognized resorts nationwide. To increase leisure business, management
at the property desired a new website to showcase all the attractions and
activities the Resort offered especially the newly renovated spa. The client
challenged TIG Global to design a marketing campaign that highlighted its
five different amenities and attractions: the spa, championship golf, family
activities, the beach club amenities, and meetings & event capabilities.
Strategy:
TIG Global designed a new website to capture the attention of these five
different target audiences and based layout and content on the website's
past user activity. The site was designed to be very user friendly with
a strong emphasis on unique imagery and creative lifestyle photos to
establish a connection with visitors and increase leisure travel. A separate
microsite was also designed specifically for the spa to allow for better
search engine optimization and showcase the spa as its own branded
entity. The spa website included multiple photo galleries, an interactive
spa wish-list, an ecommerce store, and a "request a treatment" automated
appointment form.
To market the Resort and Spa, TIG Global launched an aggressive online
marketing campaign consisting of paid search, strategic linking, and email
marketing. Different paid search ads were written to target the unique
consumer groups and traffic was delivered to custom-made, optimized landing
pages that contained specific messaging for the groups to increase
conversions. An international paid search campaign was also implemented
to capture travelers from overseas, specifically Ireland and the UK. In
addition, TIG Global set an ongoing goal to promote the resort on major
third party websites including ESPN.com and SpaFinder.com to increase
online visibility and overall brand awareness.
Results:
In the first six months of service, TIG Global:
- Delivered nearly 200,000 unique visitors to the new website
- Increased the YOY website traffic by 41%
- Generated nearly $600,000 in direct online revenue
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