OBJECTIVE

Aqua-Aston owns and operates hotels and resorts across the state and wanted to take advantage of Cyber Monday.  At the agency, our task was to develop, design and execute a campaign that increases and rewards loyalty members and drives hotel bookings leveraging the excitement of a very short retail window.

STRATEGY 

We developed a contemporary creative concept, consistent with Aqua-Aston Hospitality’s vast portfolio of properties and emphasized a sense of urgency throughout several phases of the sale.  I consulted the client through a strategy that expanded the campaign beyond a one-day sale by including an exclusive loyalty member pre-sale offer, an all masses offer on Cyber Monday, and then, an “extended” and “last chance” message featured on Aqua-Aston’s website, paid display and social ads. The sale was also successfully marketed via a series of drip emails to loyalty members and 3rd party media partners. 

RESULTS

The campaign far exceeded financial expectations and surpassed prior year’s reservation and membership growth. We set a new precedence for future executions.  

ROLE / TEAM

Senior Digital Project Manager / Anthology Marketing Group (advertising agency)