Marketing Review — Fall 2008 - (Page 13)

“The philosophy at our hotel is all about having fun.” MARCO ISLAND MARRIOTT BEACH RESORT ment on the NBC affiliate in Fort Myers, where a reporter experienced the package receiving an on-air massage and aromatherapy. The Atlanta JournalConstitution devoted a 500-word feature to the re-launched package. It appeared for the second year in a row in The New York Times business travel column regarding the resort’s eco-message. It also appeared in the L.A. Times, Washington Post and many regional outlets. The ad value of the media coverage to date is in excess of $200,000. Still another resort took what is usually a nuts and bolts story—a renovation— and used it as an element in its marketing program. THE COMPANY: Rancho Las Palmas, a luxury resort in Rancho Mirage, California THE SITUATION: KSL resorts purchased the property in 2006 and almost immediately began a $35 million renovation to bring back what had once been a toprated property to its high standards. The redo included a pool complex, new restaurant and lobby, enhanced guest rooms and more. The new operators wanted to let previous guests and potential guests know about the renovation—but did not want them to get the idea that the resort was a major construction site. THE SOLUTION: Even before construction began—but with a plan in place, the resort began to communicate with past guests and potential customers, according to Arthur Berg, vice president of marketing. “We were very aggressive,” he says, “in telling the story of what was going to unfold through direct mail and electronic communication.” In addition, Berg continues, “We set up a portion of our Web site devoted to progress of the project. What we had to manage was to share the story while walking a line. We did not want people to show up thinking something was already done; at the same time we did not want them to stay away thinking the renovation would affect their stay.” As the renovation neared completion, says Berg, “We ramped up the communication and level of detail as far as completion dates and new fea13 Another Florida resort used its natural gifts (including those same sea turtles) to target a very different audience. THE COMPANY: Marco Island Marriott Beach Resort, an upscale property in south Florida. THE SITUATION: The resort had completed a multi-year, $200 million renovation and wanted to get out the message about the improvements as well as the natural appeal of the destination—particularly the endangered sea turtles that lay eggs on the resort’s own beach. THE SOLUTION: In 2007, working with its agency Quinn & Co., the resort developed a “Fertile Turtle” package that included accommodations; teas that purportedly enhance pregnancy potential; FALL 2008 • HSMAI MARKETING REVIEW couples massage; “fertility-promoting aromatherapy;” and a commemorative photo album. In addition, any couple that conceives during their stay receive a complimentary three-night stay for a return visit. According to Bob Pfeffer, director of sales and marketing, “We decided to have some fun with it because the philosophy at our hotel is all about having fun.” THE RESULTS: Media coverage was so strong that the program was repeated almost intact in 2008. As Pfeffer says, “We do promotions with the intent of driving bookings; in this case, while we had some bookings, we achieved our goals of enhancing our image as a place for romance with natural gifts and beauty.” This year there were over 19 million impressions, including a two-minute seg- 82213330/digital vision/gEttY iMagEs

Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008

Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand

Marketing Review — Fall 2008

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