Best Hotel And Lodging Integrated Ad Campaign

Hawks Cay Resort is a leader amongst its competitive set. But in 2017, Hurricane Irma evened the playing field, sweeping over the Florida Keys and necessitating a rebuild of most of the resorts. Post-Irma, all properties touted beautiful renovations and a wave of new resorts hit the market at once—outcompeting Hawks Cay’s interior spaces.

A new integrated campaign and rebrand sought to showcase the vast number of on-site experiences which differentiate Hawks Cay as an activity-rich destination rather than a building full of new hotel rooms. The rebrand included bolder, ocean-inspired colors and experiential messaging. With a large share of the family market already, the new campaign targeted the outdoor sportsman—a midweek traveler described as fun-loving and adventure-seeking. Ads featuring lifestyle images and a new tagline, “Find What Lures You” were placed across website, email, and digital and print campaigns. The tagline highlights the volume of experiences and invites the audience to explore their options, while the use of “lure” reinforces the resort’s renown status as a fisherman’s paradise.

The “Find What Lures You” campaign launched at the end of April 2020. Between May and October, Hawks Cay saw a 21% YoY increase in online revenue despite a 57% YoY decrease in combined search and social media budgets. The ROAS for social and search was 56:1 and 17:1 respectively. Hawks Cay’s new campaign and rebrand paved the way for luring in new audiences and has allowed the resort to truly stand out from competitors for years to come.

Contributors:

Director of Marketing, Hawks Cay Resort:	Matt Lawrence
Account Director, Miles Partnership:	Camron Reid
Associate Art Director, Miles Partnership:	Felipe Jimenez
Content Manager, Miles Partnership:	Samantha Sitt

MILES PARTNERSHIP

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.