Case Study | Travel

Baha Mar Resort Exceeds Grand Opening Year Performance by 33% on Flat Budget

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Integrated marketing paradise

Net Conversion aligns traditional and digital media across all channels to outperform Baha Mar’s ambitious annual goals.

Situational Analysis

Baha Mar Resort is the newest large luxury resort destination in the Caribbean. It offers over 2,500 hotel rooms and residences, the Caribbean’s largest casino, an ESPA spa, a Jack Nicklaus golf course, multiple celebrity chef restaurants, luxury shopping and more.

The challenge we faced in 2019 was sustaining positive revenue growth and brand awareness after a stellar Grand Opening year – without a Grand Opening sized budget or additional TV program integrations.

We needed to create a strategy that would maximize the impact of product placements such as The Real Housewives of Beverly Hills across all possible channels, including search, display, paid social, out-of-home, and connected, addressable, and linear TV.

Marketing Objectives

To create a strategy that would maximize the impact of the TV program integrations across all media channels, including search, display, paid social, out-of-home, and connected, addressable, and linear TV. To consider ourselves successful after coming off of a grand opening year, we set the goal of further increasing year-over-year website visitation by 20% and Booking Linkouts by 5%.

Target Audience

Focusing on key feeder markets, we utilized broad reach linear and OOH, supported by highly targeted addressable and connected TV in both key feeder markets, as well as opportunistic ones where budget allowed. As consumption of TV/video content continues to evolve, we make sure to maintain presence on multiple consumer touch points.

Implementation

We otped to condense day-parts to focus on more highly-rated, engaging programming including live sports (NFL). We then identified which broadcast networks ranked higher in certain day-parts/programming, so that we could add more weight to those higher performing areas/stations. Connected and addressable campaigns were highly targeted to households in our demographic, with impressions allocated based on audience sizes within those markets.

Our digital marketing efforts reinforced linear and connected TV using interest and behavioral targeting across Search, Display, Video and Social.

Results

We integrated our media across online channels, but continued to integrate beyond just digital. We found that big things happen when traditional and digital are aligned and accountability is applied to both.

By utilizing a fully-integrated marketing campaign across multiple channels and platforms, we helped Baha Mar achieve their ambitious goal of outperforming a Grand Opening Year. Website visits for the first six months of 2019 were up 33% Year Over Year, and Linkouts were up 37%, far exceeding our initial goals of increasing website visits by +20% and Linkouts by +5%.

Let’s be unexpected together.

Let’s be unexpected together.
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