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From the 12th Annual Shorty Awards

Location is Everything: Draper James x The Tryall Club

Entered in Hospitality

About this entry

Drive brand awareness and bookings for Jamaica’s The Tryall Club in target US markets through strategic partnership alignment. Leverage a lifestyle brand partner to develop new, owned assets that speak to the property design and showcase the destination through an editorial lens. 


Why does this entry deserve to win?

To engage the newly targeted key market of the Southern US, Hawkins International matchmade a partnership with Reese Witherspoon’s fashion and lifestyle company Draper James to reach new audiences through social media. Capitalizing on Draper James’ summer collection launch, the team coordinated an influencer-led photoshoot at Jamaica’s stunning The Tryall Club. Playing upon the tropical aesthetics and ambiance of the destination, the photoshoot featured three The Tryall Club villas as the backdrop for the campaign and highlighted the resort’s design details.


The team secured four micro-influencers to serve as models for the photoshoot and negotiated robust deliverables on each of the influencers’ channels to highlight both the destination and the fashion brand. With an overall reach of 195,200 followers and limited audience crossover with 189,700 unique followers across the group, the influencer targets reached The Tryall Club’s top existing market of New York in addition to the key Southern markets of Houston and Dallas. In addition to live social media coverage during the trip, consisting of Instagram Story and static feed posts tagging the property handle, the influencers were also responsible for penning a post-trip blog recap and providing a Dropbox of rights-cleared photos for future use in social media and marketing campaigns. 


Hawkins International worked with the property and client to curate a robust schedule so that all influencers, and the Draper James team, would have a mixture of free time and campaign shooting. Key itinerary elements included horseback riding, group dinners, and a full insider property tour. 


In addition to coverage on the influencer channels, the team also capitalized on Draper James’ 602,000 Instagram followers and secured live Instagram Stories, dedicated Instagram feed coverage, and a post-trip blog post highlighting The Tryall Club. 



When the Tradewinds villa featured in the campaign was requested by name - multiple times -  due to visibility in the Draper James campaign, it was clear the trip was a great success. On top of that, The Tryall Club saw an immediate pickup in inquiries and bookings from Texas. The campaign also generated these impressive engagement, reach and asset creation metrics: 


Entrant Company / Organization Name

Hawkins International PR, The Tryall Club