Strategy and Project Lead, Execution, Copywriting
Managed team of six
Video, Print, Digital, Campaign Landing Page
Social Media, Email Marketing, Digital Advertising (inclusive of display and retargeting, paid social), Direct Mail, Call Center Contest
Planning and development took one month.
Campaign run time three months.
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.
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.
Drive incremental lift in revenue and bookings in 2019’s fourth quarter.
Campaign resulted in 20% increase over original booking revenue goal of one million dollars.
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.