When the COVID-19 pandemic escalated, and nurses across the country were working tirelessly to care for patients, CheapCaribbean launched The Beach Shift campaign to give back to frontline workers. Nurses have long been identified as a key target for the brand, and with the launch of their “ER&R Club,” a complimentary nurses membership program, CheapCaribbean wanted to show their appreciation with tangible action.
First and foremost, CheapCarribean’s objective was to give back to frontline workers and to communicate gratitude for their work. CheapCaribbean also took this opportunity to target one of their long-time key markets, frontline workers, increasing brand awareness on a national scale that would hopefully drive bookings when travel resumed. CheapCaribbean also aimed to grow its “ER&R Club” membership that would cultivate brand loyalty among healthcare workers in the long-term.
Strategically timed around both National Nurses Week and International Nurses Day, CheapCaribbean launched The Beach Shift in May of 2020, with the intention of gifting beach vacations to 50 nurses -- one from each state -- as a “thank you” for their hard work amid COVID-19. The giveaway was nomination-based, in order to reach not only a key demographic of nurses, but also their friends and family.
By partnering with RIU Hotels & Resorts, CheapCaribbean was able to provide complimentary stays and launch this campaign with $0 spend. CheapCaribbean leveraged previous partnerships and contacts to amplify exposure. The campaign was pitched to travel and lifestyle outlets and SheerID included this campaign in their pitch for brands supporting healthcare workers during COVID. CheapCaribbean partnered with the American Nurses Association (ANA), as well as past influencers, for increased exposure. CheapCaribbean also tapped into their email list to contact their loyal customers, garnering further support and entries. Placements were added to the CheapCaribbean website, driving to the submission page. The campaign was shared on CheapCaribbean's Facebook, Instagram and Twitter profiles.
The Beach Shift campaign helped drive site visits and positive press coverage during a trying time for the travel industry. With more than 15,000 entries, this was CheapCaribbean’s most successful sweepstakes and garnered the highest number of media impressions ever for CheapCaribbean, totaling 2.27 billion. The campaign was pitched to travel and lifestyle outlets and garnered coverage from Travel + Leisure, People, Thrillist and more. The Beach Shift led to a 318% increase in ER&R Club sign-ups during launch week by bringing this segment to the CheapCaribbean site.
Breakdown of results:
CheapCaribbean was able to make direct contact with a key, niche target audience and secured useful consumer information, including email addresses from new members for future outreach and promotions. Most importantly, nurses were overjoyed to win this much needed escape!
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