Marketing Review - Spring 2008 - (Page A10)

ADVERTISING HOTEL Skamania Lodge>Group Sales Salmon Mailer Client Team: Skamania Lodge>Gail Palen SENIOR MARKETING MANAGER Agency Team: Sasquatch Advertising>Mike Smith PARTNER SKAMANIA LODGE SITUATION: With more resort group facility competition coming online in the Pacific Northwest, Skamania Lodge needed to stay top of mind with west coast meeting planners to maintain and increase their group sales. >As Skamania Lodge is a private-public partnership between the Columbia River Gorge National Scenic Area, the USDA Forest Service and the City of Stevenson/Skamania County, reinforce brand positioning by supporting eco-friendly initiatives in the scenic wonderland where the property is located. STRATEGY: Communicate to meeting planners on the west coast of the U.S. that Skamania Lodge is a world-class meeting facility in the midst of an outdoor recreation area teeming with natural wonder. Additionally, to support the brand positioning of being supportive of the environment, relay that Skamania Lodge contributes to sustaining the ecology and natural environment of their unique location. TACTICS: >To reach and influence group meeting planners, a “Chinook Package” was created. Hand carved and painted Chinook fish were mailed in a clear mailing tube with campaign literature to approximately 2,500 meeting planners. Additionally, the sales team distributed the pieces on one-on-one visits and at select trade shows throughout the year. To support the effort, 20,000 themed emails were sent out to meeting planners and a landing page was developed for the campaign. >Skamania Lodge donated $100 per group to the National Forest Foundation for its salmon restoration project. Every company that held a meeting received a framed certificate in their name from the National Forest Foundation and Skamania Lodge, stating their donation to the Chinook Habitat Restoration project in the Columbia River Gorge. >Among other initiatives related to the restoration project is a “Volunteerism” weekend set for fall 2008. RESULTS: >The campaign generated 23 group bookings, resulting in 1,237 room nights, room revenue of $212,774 and food and beverage/other at $108,129. >ROI for the campaign was 17:1 including the charitable donation. >Skamania Lodge has contributed more than $2,300 to salmon habitat restoration. OBJECTIVE: >Drive group revenue for the 2008 spring through fall timeframe. >Make meeting planners and the community aware of the resort’s unique location in the Columbia River Gorge National Scenic Area. Hand carved and painted Chinook fish were mailed in a clear tube with campaign literature to approximately 2,500 meeting planners. A-10 HSMAI ADRIAN AWARDS COMPETITION

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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