Creative Tells the Story

Tideline Ocean Resort and Spa is a unique client. They have a strong sense of self, understanding what niche they want to fill for their clientele: a chic, boutique hotel experience with exceptional amenities, offering ocean view banquets and weddings and al fresco dining in West Palm Beach. Unfortunately, their changing ownership and management companies, along with a deflagging from a franchise hotelier left them without a usable logo, identity system or creative assets.

In addition, they needed a web presence worthy of the property itself. The vast majority of their reservations were taking place with online travel agents (OTA’s), and unnecessarily sacrificing margin to those third party entities. The return on marketing investment was untraceable, as the technology was not being used to its potential. In short, this resort needed an identity and a campaign, quickly.

Our team first performed a market analysis of competitive properties in the area. Our review included all that would appeal to the core customer of Tideline Resort, rather than focus on like-sized or properties with similar entities. What we discovered: The property’s beach was exceptional, better than the competition in space and size. The dining offerings were fresh and desirable, with a credible sushi chef and sought after brunch buffet. The spa offered traditional services, specializing in bridal groups. All of the pieces were in existence, the hotel simply needed to generate the creative assets to tell the story.

The Advance 360 Creative Team then came on site to collect video and still photo assets, staging hotel spaces, vignettes, and amenities in order to capture just the right pieces of the story.

From there, a new website/digital environment was produced and launched, as well as a campaign to generate lift in brand awareness and site visits, and reduce third party booking agents.

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Creative Examples

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tideline-leader Creative Tells the Story

Basics for Your Travel Social Media Strategy

According to a recent study by Sprout Social, travelers are turning to social media to influence them more than ever before. In fact, only 48% of those that used social media to research travel followed through with their original plans.

Blog-BasicsTravelSocial1 Basics for Your Travel Social Media Strategy

As a destination, you certainly rely heavily on word-of-mouth marketing, so this is a trend that you simply can’t ignore. What are you doing to take advantage of these trends? At Advance 360, we recommend a few places to begin.

Develop Goals

Without a headline, call to action, or supporting text, an ad is just a pretty picture. Any ad unit you craft must have a goal and a purpose before it’s created. If you seek an increase of 1.75% in revenue over the next quarter, draft advertising units for the social spaces that push your customers or visitors toward that goal. Or if you rather change the makeup of the visitors to your property, seeking to expand your footprint to new geographies? Social media’s audience targeting can help with that, too.

Craft Something Beyond the Click

It isn’t enough to have a great ad. You also need something to explore once you’ve gained the click. You earned that click – but you won’t earn it again unless there is value to the action you’ve enticed.

Be Useful

Serve up tips, tricks, and the unexpected, and curate it well. Four Seasons, the luxury destination properties that nearly everyone knows, saw a 1000% increase in daily average visitors to their site, using this kind of strategy on Pinterest.

Don’t Bite Off More than you Can Chew

If you can’t manage SnapChat, Facebook, Pinterest, Instagram, and a YouTube account, don’t go there. Take on only as much as you can, and then grow only once you’ve achieved success in that platform. Your audience will feel that you’ve diluted your identity and your product, and you probably won’t disagree while you’re feeling stretched too thin.

Monitor All, Measure, Repeat

Track everything. Google Analytics will help you see your work from ad to conversion. Manually analyzing metrics across platforms is time consuming and cumbersome. Instead, use the aggregating tools available to you to automate as much as you can, and make more impact.

83% of travelers trust recommendations from family and friends. Use the social space, where those conversations take place, to your advantage.

Micro-Moments Influence Travelers

The most important takeaway: if you want to be found, you better be mobile friendly. Here’s the mobile reality – in 2015, there were 1.8 billion smart phone users in the world, and 64% of the U.S. population owns a smartphone. Of that U.S. mobile population, 75.1% of them access the internet from their mobile phones, and that percentage is rising every year. With those kind of numbers, chances are that your customers are on mobile or soon will be. On top of being mobile friendly, you have to be in the customer’s path when and where they are looking for your service. What’s the best way to do that?

Travel Audiences: What’s Important to each Generation

Travel Audiences: What’s Important to each Generation

As marketers, we must be aware of how each generation consumes content to be able to reach them in a more efficient and effective way. In general, marketers should really start focusing on building experiences for travelers – experience being the main focus of every generation of traveler. As the Experience Era of Travel continues to evolve, marketers need to listen to each generation of consumers to adapt their strategies so they speak to each one.