Dream Now. Play Tomorrow.

A project is where the worlds of inspiration and destinations collide. A campaign where wanderlust meets strategy, and vacation planning becomes a thrilling adventure.

The "Dream Now. Play Tomorrow." campaign was created to inspire RCI members to explore and ignite their vacation aspirations. Our approach was to go beyond the campaign and create a travel journey through four distinct vacation personas: beach, ski, nature, and city, each with its own unique content marketing support.

We kicked off our go-to-market plan by creating a personalized "vacation persona quiz." Utilizing machine learning, we tailored our approach to match each member's unique preferences. It's personalized marketing at its best, and the results were spectacular.

We set out with one goal — to elevate revenue and bookings during the last quarter of 2019. And what happened next was nothing short of extraordinary – a 20% surge over our initial booking revenue goal of one million dollars.

Welcome to "Dream Now. Play Tomorrow." — where dreams turn into bookings, and the journey is as inspiring as the destination.

NOTE, this campaign was created during employment at Travel + Leisure/RCI.

Details

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

Direct mail magazine front featuring various vacation images of beach, city, nature, and winter landscapes.

Promotional postcard front with mountains and ocean water with offer text prominately shown.

Signed, Sealed, Delivered

Kicking off the omnichannel marketing campaign, we sent a series of direct mail promotions.

Included was a 12-page booklet focused on serving up inspirational vacation ideas (and relevant places to book within RCI inventory).

We then sent a postcard with a discount to help promote 2021 vacation bookings.

Getting Inspired through Visuals

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. Hover over the iPad to watch.

Digital media ad featuring mountains and explore call to action.

Digital media ad featuring river and mountains with call to action.

Digital media ad featuring city landscape and call to action button.

Digital media add featuring empty beach with clear ocean waters and palm tree.

Just Add Paid Media

We supported the campaign with a robust digital marketing strategy inclusive of PPC ads, display, as well as paid social media.

Social Media Support

We created these custom reels to grab attention, inspire, and link our members back to our content page where they can get even more inspiration and custom planning tools.

Hover each phone to watch.

Email Marketing Strategy

Promoting vacations amid a global pandemic posed a unique challenge. Adapting to the changing landscape, we kept "travel top of mind" through a personalized email marketing journey. Tailoring each email in the series to match their vacation persona and past vacation types, our focus shifted towards providing destination ideas.

We also include "cross sell" imagery to be used within other email marketing campaigns to help support.

BACK TO CASE STUDIES