Implementing these strategies and remaining nimble in an ever-changing market resulted in a +7% increase in ROAS in 2020 for this luxury resort.

0.07
ROAS

Kristin Stevenson | Paid Media E.

Mayple Vetted

expert

The Challenge

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.

The Process

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.

The Solution

Implementing these strategies and remaining nimble in an ever-changing market resulted in a +7% increase in ROAS in 2020 for this luxury resort.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads

Industry

Travel & Leisure

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