ENTER THE 2021 SHORTY IMPACT AWARDS

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 11th Annual Shorty Awards

#GoneToGurneys

Finalist in Hospitality

About this entry

Our team set out to drive awareness and preference for Gurney's Montauk Resort & Seawater Spa within the competitive luxury Hamptons market. The goal was to capture the attention, desire, and bookings of mature audiences, over the age of 35, within drive markets for The Hamptons, competing against rental homes and VRBO/Airbnb rentals. This was done by deploying a combined organic social media, paid social media, partnerships, and influencer relations campaign that would:

Why does this entry deserve to win?

Initial learnings were found via a digital audit covering the breadth of luxury accommodation options in The Hamptons, comparing follower counts, UGC in location tags, engagement rates and imagery.

The targets revealed themselves to be well-seasoned Hampton's travelers, who utilize social to share life events and travel experiences with their followers. With this in mind, we launched a multichannel campaign:

Our campaign told a story that was both authentic and authoritative — a story that proved to be irresistible to modern, affluent travelers — and one they wanted to make their own. We told this narrative from all angles — painting a lifestyle across owned channels that travelers wanted to make their own, while showcasing the experience through others — having influencers post content from the resort, where fans could feel like they had #GoneToGurneys in real time.

CTAs were tastefully incorporated with lust worthy images and playful captions —reminding past, present, and potential guests on a daily basis of the universe that awaited them at the very, very tip of The Hamptons. Montauk, lovingly known as "The End of the World," proved to be just far enough away for guests to feel like they were escaping reality, yet close enough that travelers were willing to trek four hours through Summer Friday traffic to get an Instagram shot, showing off their #GoneToGurneys weekend experience.

Results

The #GoneToGurneys campaign exceeded all goals. Results below, from Jan 2018 – Aug 2018:

  • Build brand equity with our key consumer markets– 10K new followers
  • Drive awareness for the resort and its programs at the top of the sales funnel– 7.5M social media impressions
  • Create content that engages audiences– 206K owned channel social engagements
  • Drive reservations with a CTA on owned channels; driving people to the booking engine, putting heads in beds— $3.35M in confirmed reservations with social media as a touchpoint

Social-first partnerships:

  • Summer Fridays founders Marianna Hewitt and Lauren Gores kicked off summer with their "Summer Fridays" press trip. 9 total influencers spent a weekend at Gurney's resulting in 112 Instagram Posts and Stories, 447K engagements, over 6M impressions
  • The Beach Shop, a new beach-front retail space feat. Brand pop-ups with Kendra Scott, The Daily Edited, Illesteva and more
  • Tezza, @tezzamb 2 IG posts generated 74K engagements and 1.6M impressions

Media

Produced by

J Public Relations, Gurney's Resorts

Links