Sea Island, an exceptional destination fueled by heartfelt hospitality since 1928 and the only resort in the world to achieve four Forbes Five Stars 14 years in a row, needed to maintain performance in 2020 as the unexpected COVID-19 pandemic hit and the travel industry slowed to a halt.

Given the shifting market, our paid media goals and strategy needed to shift.

Goal 1: Drive future bookings (since people were not yet ready to travel)

• Shift media dollars from lower funnel to upper funnel, creating awareness to new audiences and staying top of mind to existing
• Adjust messaging to focus on booking in advance

Goal 2: Capitalize on new audiences

• Shift geo-targeting to drive radius markets vs fly markets
• Identify new "rising" audiences over-indexing on bookings such as international travelers that may now be looking for domestic travel, etc.