Case Study
ICONA Resorts is a hospitality brand in New Jersey operating seven hotel properties and a collection of restaurants. The summer is their prime season, but they wanted to drive some more revenue off-season by encouraging early bookings. We accomplished this by running two platform-specific promotions. A combination of exclusivity, urgency, and design earned the following results from both sales combined.
Bookings
in Revenue
People like feeling special, and they’re more likely to take advantage of an offer that feels exclusive. So, we ran platform-specific specials with “exclusive” messaging instead of running full-fledged campaigns across every channel.
On social media, we ran a flash sale on their accounts’ Stories, just for those following the brand enough to check Stories.
Through email, we ran a campaign for their subscribers and previous guests with messaging offering a discount because “We Want You Back.” This makes previous guests feel appreciated.
A sense of urgency also drives action, so each sale has a time limit. The social media flash sale lasted only 48 hours, and the email promotion lasted for two weeks.
On both Instagram Stories and email, we used design and copy elements in line with the brand’s aesthetic to grab attention and share the details of the incentives.
The email campaign generated 311 bookings within the two weeks it ran. In 48 hours, the social campaign generated 17 bookings.
The email campaign bookings generated $509,990 in revenue. The social campaign bookings generated $47,757 in revenue.
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