Young Island Case Study

Young Island

Background

Located in St. Vincent & The Grenadines, Young Island is a private island resort with 13 tropical acres and 29 rooms. While the resort had a Facebook account prior to working with MPA Digital, the posts were transactional, unengaging and inconsistent in frequency. In July 2017, MPA Digital began managing Young Island’s Facebook account and established the resort’s Instagram profile.

Objectives

Social media is a primarily an engagement and service tool that complements other marketing and public relations initiatives to drive profitable revenue. The objectives of the new social media program are to:

  • Engage with key stakeholders
  • Expand reach
  • Build and strengthen relationships

Strategies

A new experiential approach focused on relationship building and engagement prior to, during and after a guest’s stay. Therefore, a variety of photos were used to showcase the authentic, well-rounded resort experience. In addition, a moderate social media advertising budget was developed to expand reach and attract qualified followers in key cities — usually those with nonstop air service to the travel destination.
RESULTS
In less than a year, Young Island reached a milestone of 3,000 Facebook “likes” — more than a 80% increase. In addition, Young Island’s Instagram has exceeded 500 followers and receives an average of 60 “likes” per post. Ultimately, the new program has attracted qualified followers and generated significant “likes,” comments, shares and clicks for a boutique 29-room resort.

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