The Somerset on grace bay
10th Anniversary Campaign

Essay Responses
Photo Submissions
Facebook Reach
$
Direct Room Revenue

Contest Overview

To celebrate 10 Years of Treasured Times in honor of The Somerset’s 10th anniversary, past guests are asked to share why they think The Somerset is a “perfect 10,” and future guests are asked to share what treasured times they hope to create.

 

All participants can share their treasured times in less than 1,000 characters, and past guests can upload up to two photos of their Somerset vacation.

 

Throughout 2016, The Somerset will award 10 winners with a complimentary 3-night stay. After all 10 winners are announced, The Somerset will turn to its past guests and prospects to vote for their favorite treasured times essay. The story with the highest votes will be the grand prize winner and receive an upgrade to the spacious 5-bedroom Penthouse Estate to share their return trip with 10 friends or family members.

Objectives

  • Increase Engagement: This contest provides an opportunity to build or grow relationships with both past guests and prospects. Asking guests to relive their positive experiences at The Somerset or prospects to fantasize about their dream Grace Bay getaway facilitates positive, ongoing engagement.
  • Reinforce Brand Positioning: The Somerset’s tagline is Create treasured times. Using this positioning throughout the 10 Years of Treasured Times Contest reinforces the concept of making lifelong memories with loved ones on vacation at The Somerset.
  • Collect User-Generated Content: Guests submit an essay about their Somerset experience along with vacation photos. Submitted stories and photos will be repurposed to provide a more personal touch on marketing materials, including The Somerset’s website, social media, blog and marketing emails. 
  • Grow Marketing Database: In addition to sharing stories and photos, it is required for contest participants to supply their name and email address. By obtaining this data, The Somerset’s database will continue to expand and include targets that have shown interest in The Somerset and its destination. Many contest participants are already in the database, but now their data can be further segmented to personalize future communications. 

Strategies & Tactics

Promotion

The contest is promoted on a variety of platforms to target both past and future guests.

  • Distribute targeted emails: Past guests received a personalized email with an invitation to share their Somerset story.
  • Showcase contest in email newsletters: Throughout 2016, The Somerset’s bi-monthly email newsletters featured the two most recent vacation winners along with instructions for others to submit their stories. Newsletters are distributed to past guests, prospects and travel agents.
  • Update guest reservation communications: Messaging was updated in the automated emails sent to guests before and after their stay to inform them of the contest.
  • Create social media ads: Customized Facebook ads displayed to The Somerset’s target audience increased awareness of the contest, luxury resort and destination.
  • Highlight in organic social media posts: The contest is periodically highlighted on Facebook, Twitter, Instagram and Google+ to encourage current “followers” to enter the contest. While each post encourages contest entries, every post takes a different angle to appeal to all followers.
  • Secure media coverage: Public relations initiatives secured coverage of The Somerset’s contest in targeted publications, such as Forbes Travel Guide.
  • Feature contest on website: Every page on The Somerset’s website features a turquoise box announcing the resort’s anniversary and contest overview. An eye-catching call-to-action button encourages visitors to enter the contest.

Repurpose User-Generated Content

Throughout the contest, The Somerset obtained a variety of user-generated content, which could be repurposed for its blog, social media and website.

  • Create Facebook album with guest photos: Past guests could submit up to two photos of their stay at The Somerset. All submitted photos were featured in a Facebook album, which is updated on a weekly basis. Photos are not edited and are published as-submitted. This provides authentic insight into a vacation at The Somerset while showcasing guests from diverse backgrounds.
  • Create Facebook album with guest photos: Past guests could submit up to two photos of their stay at The Somerset. All submitted photos were featured in a Facebook album, which is updated on a weekly basis. Photos are not edited and are published as-submitted. This provides authentic insight into a vacation at The Somerset while showcasing guests from diverse backgrounds.
  • Share guest photos on social media: Integrating guest photos into regular social media posts creates a more tangible experience for all followers, and loyal fans appreciate being recognized. The featured guest is likely to “share” the post on their personal page, significantly expanding The Somerset’s reach. Guest's stories are featured on Facebook, Twitter, Instagram and Google+.
  • Create targeted Pinterest board: A Pinterest board was created to highlight winning stories. It provides an intriguing quote from each story, complemented by the winner’s submitted photo. If the headline intrigues a Pinterest user, they can click on the photo, which is linked to the relevant post on The Somerset’s blog.