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