Dream Now.
Play Tomorrow.
Role:
Strategy and Project Lead, Execution, Copywriting
Team Size:
Managed team of six
Media Created:
Video, Print, Digital, Campaign Landing Page
Promotional Channels:
Social Media, Email Marketing, Digital Advertising (inclusive of display and retargeting, paid social), Direct Mail, Call Center Contest
Campaign Development:
Planning and development took one month.
Campaign run time three months.
Campaign Brief
The “Dream Now. Play Tomorrow.” Campaign was devised to provide RCI members with vacation inspiration and tools/resources to jump start planning their next trip.
Premise:
Broken down into four basic “vacation personas” this campaign highlights specific destinations that fall into Beach, Ski, Nature and City categories.
At the start of the campaign, members were sent a “vacation persona quiz,” afterwards personalized marketing was sent to them featuring destinations and tools based on their persona.
Goal:
Drive incremental lift in revenue and bookings in 2019’s fourth quarter.
Result:
Campaign resulted in 20% increase over original booking revenue goal of one million dollars.
video.
Video support for this campaign included a campaign sizzle reel and four, vacation persona inspired spots to share on social media and within retargeting efforts.
