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Case Studies
Creating Brand Identity
We launched a highly creative, multi-faceted campaign integrating media relations, marketing support initiatives, and special events to establish a distinctive and compelling brand identity for Hyatt Resorts. As a result of our award-winning program, which generated feature stories in major print and broadcast outlets nationwide, Hyatt Resorts experienced a double-digit increase in sales for its 17 properties.
Building Market Share
In an ultra-competitive industry dominated by market leader American Express, we waged an aggressive, multi-faceted marketing campaign that strengthened Visa USA's leadership position in the highly profitable travel and entertainment market and helped increase its T&E sales volume by more than 20 percent annually.
New Product Launch
At a time of intense competition in the cruise ship industry, we helped plan and execute the launch of the cruise line's new flagship vessel, the first of six such "Project Vision" ships worth a total of $2 billion. We not only helped the company fully book the first sailing, we hosted more than 300 top media on-board and reached a total of 54 million consumers with high-profile stories about the launch.
Rebuilding a Tourism Destination
Mexico City is one of the world's great capitals and most diverse tourism destinations. Yet in recent years it had virtually dropped off the leisure travel radar. Years of official inaction and negative reporting on the city's crime rate and air quality were having a cumulative and devastating effect. Its true identity distorted by a series of unflattering stereotypes, Mexico City was experiencing the worst of marketplace fates: It had been written off and only negative news was being reported.
Launch of Marquis Los Cabos Beach, Golf, Spa and Casitas Resort
Marquis Los Cabos is in a highly competitive luxury travel market with Ventanas al Paraiso, consistently ranked as the top resort in Mexico in reader polls; One & Only Palmilla which had a multi-million dollar celebrity opening; and Esperanza which basks in the pedigree of a famous sister resort. The challenge – break through the competitive set and position Marquis Los Cabos not only as one of the best resorts in Los Cabos, but also, in Mexico, without the benefit of advertising or a recognized resort brand, and with a limited budget (no paid celebrities, costly events, etc.).
Niche Marketing
We launched an innovative destination public relations program of specialty marketing and niche positioning to popularize a relatively little-known Scandinavian country among U.S. travelers. As a result of this campaign, one of the first to leverage the power of niche marketing, a nation that had languished in the shadow of its better-known Scandinavian neighbors enjoyed a surge in U.S. tourism that exceeded 20 percent.
Tapping Into New Growth Markets
At a time of rapidly intensifying competition, we launched an innovative, multi-faceted campaign to broaden and contemporize the image of one of the world's largest cruise lines while successfully promoting the cruise concept as a viable vacation alternative to an array of critical new growth markets.
Generating Off Season Sales
We had just four months to build off-season European sales for this leading luxury hotel company, in the midst of a soft economy and with no support from advertising or direct mail programs. In partnership with the major European tourist boards, we launched an aggressive publicity campaign that generated increases in room sales exceeding budget by 100 percent.
Building the Buzz in Pre-Opening Phase
The Palms, a 72 suite boutique resort in the Turks and Caicos islands, was looking to establish itself as one of the top hotels in the Caribbean. The resort needed to create a major pre-opening buzz in its key national, regional and niche markets which would spur bookings at rates of $750 to $7000 a night and put it on the map for affluent consumers and their travel agents.