The "what-ifs" of travel planning cause such overwhelming stress that people are letting their vacation days go to waste. This stress is particularly felt among "modern" families (i.e., blended families, co-parents who travel together, etc.) who struggle to access the right resources that address their needs during the planning process, therefore eliminating the happiness factor altogether. Dreams Resorts & Spas, with properties located throughout Mexico and the Caribbean, tackled this widespread problem by using video to turn planning stress into vacation bliss through #ExperienceDreams. Why video? Research shows that short, attention-grabbing video content is a powerful tool that awakens consumers' interests.
The first objective of the campaign was to drive a 10% increase in year-over-year (YOY) sales to Dreams properties, equating to at least $2MM in revenue during the winter travel season. Next, the brand used the power of video to generate at least 1.5MM video views of resort offerings. The third objective was to reach 2MM total impressions through earned/paid media opportunities.
Strategies:
Our strategies included showing target audiences (moms/blended families) how Dreams can turn their vacation dreams into reality, no matter how complicated, their personal circumstances. We offered useful tools, focusing on custom video, to reduce information overload for consumers to "test-drive" their dream vacation. Additionally, we enlisted strategic digital partnerships to reach target audiences with relatable, custom content for message distribution and promotion.
Implementation/Key Features:
To simplify the travel planning process, we created a new brand platform where consumers could access the videos and resort information in one spot to make booking easy/convenient. Each video depicted the main areas of interest among travelers, including accommodations, dining, resort experiences, etc. Viewers could absorb the resorts' offerings however/wherever they prefer.
A partnership with Extra TV launched the show's first-ever digital campaign with a travel brand. We featured five short, attention-grabbing videos on a dedicated #ExperienceDreams section on ExtraTV.com. Partnering with Extra TV provided access to the right demographics/brand alignment, with 64% of their viewers consisting of women, and the opportunity to work with host Mario Lopez and family.
Celebrity partnerships with "Beverly Hills 90210" darling Jennie Garth and "Saved by the Bell" hunk Mario Lopez (who happens to be #dadgoals) showcased the attainability of a "modern family vacation." For example, Jennie traveled with ex-husband Peter Facinelli and their kids, even though the two parents are divorced. These celebs, whose personal lives resonate with consumers in similar situations, speak to the complicated nature of vacation planning.
The first phase of the #ExperienceDreams campaign launched in March 2017. More than 2MM dream vacation "test-drives" were experienced before making any booking commitments through life-like, 360-degree videos of a Dreams Resort & Spa property from the comfort of their home. Each video depicted the travel interests that are top-of-mind when planning, including accommodations, dining, unique resort experiences, etc. The videos were housed in a "one-stop-shop" #ExperienceDreams landing page, to reduce the 'information overload' affecting travelers during the planning process.
Amplification beyond brand-owned platforms continued into the summer of 2017- just in time for winter travel planning, the busiest travel season of the year. Strategic partnerships included family-friendly Extra TV and celebrities from the 90s, who are still relevant to Gen-X moms, the primary target of the campaign. The custom content illustrated hassle-free, modern vacation planning for families of all lifestyles (blended families, 'happily uncoupled' families, finnicky families, etc.) and garnered nearly 124MM impressions.
#ExperienceDreams cut through the clutter of travel-related information and delivered a 24% year-over-year increase in sales, proving that dream vacations can be turned into reality when brands use the right tools to plan and empower purchase decisions.
The #ExperienceDreams campaign met or exceeded all objectives.
