Rosalie Bay Resort was 28-room eco-wellness boutique resort on Dominica, the Caribbean’s Nature Island. Sadly, the resort sustained catastrophic damage from the 2017 Category 5 Hurricane Maria and is no longer open. However, its resort opening story and success until that devastating storm is one that put both the resort and its island home on the world stage.
A hand-built sanctuary created over nine years, Rosalie Bay’s initial launch was without marketing and public relations. This resulted in occupancy and revenue not meeting the owner’s expectations, so she turned to MPA Digital for a much-needed solution.
The resort needed to boost occupancy by creating more awareness among prospects and build relationships with past guests to encourage word-of-mouth marketing. MP&A was hired in November 2011 to launch an integrated customer relationship marketing campaign.
MP&A developed a comprehensive integrated customer relationship marketing program for Rosalie Bay, which began almost immediately. Program highlights included:
In the first year (2011-12) of the integrated marketing program, Rosalie Bay Resort achieved:
Before Hurricane Maria forced the resort to close in September 2017, MPA ultimately positioned the resort as a premier eco-wellness property, drove sales and occupancy, and aided Rosalie Bay to be the only Caribbean charter member of National Geographic’s Unique Lodges of the World.
12% increase in new viewers
24% increase in room nights
80% social media growth