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

Beach Walkup.

Integrated Marketing Paradise

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

Situation

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.

Objective

  • Create a strategy to 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. 
  • Further increase year-over-year website visits by 20% and Booking Linkouts by 5%

Implementation

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.

We opted 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%.

33%

Increase in Site Visits

37%

Increase in Linkouts

NC HQ

We are one of Orlando’s coolest data-driven digital marketing agencies, and we needed an office to reflect that.

Our 11,844-square-foot office features a three-story open floor plan and nine rentable meeting and office spaces for employees to space out or collaborate. And our fully stocked basement bar and lounge, Murray’s, provides the perfect atmosphere to wind down after a long day.

Net Con Pop Culture

Pop culture is found throughout our office, but most notably in our love for film, and by film, we mean Bill Murray.

The Net Conversion office takes a humorous approach to the culture at work with the theme of our offices and meeting spaces, which feature names like “Ghostbusters,” “Groundhog’s Day,” and the office of “Big Ern McKraken.” The trend continues to our downstairs lounge appropriately named “Murray’s.”

Our Relentless Attitude On Display.

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Net Conversion gets in the trenches with each brand we work with, creating new, data-driven marketing strategies that drive superior long-term results.

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