Situation: The family-friendly Arizona Grand Resort & Spa was approaching its slow fall/winter season and looking for a way to market the season to drive bookings.
Objective: Drive fall and winter bookings with high revenue producing guests.
Strategy: Located at the base of South Mountain, air recommended a series of on-site outdoor activities along with promoting the proximity to South Mountain to drive guest excitement while increasing overall on-property spend. air worked with the resort to compile a full arsenal of adventure-themed on-site activities. The "Grand Adventures" campaign was a cohesive effort that provided the guest with a fully branded experience from the first moment of impact to checkout.
Technology: An integrated plan of both on-property and off-property communications, including a campaign microsite, on-property "adventure packs," public relations and events as well as targeted digital media.
Results: Articles touting the unique perks of the Grand Adventures campaign appeared in national travel and finance websites such as TravelChannel.com and Bankrate.com. In addition, the Grand Adventures display ad campaign resulted in a higher-than-average click-through rate (CTR) and 353 percent ROI. In one month’s time, the paid search campaign resulted in a 4,600 percent ROI. The Grand Adventures campaign was recognized at the American Advertising Federation ADDY Awards in March 2012 with a Bronze ADDY Award for Mixed-Media, Local Consumer.