BOOK YOUR RESOLUTION
The campaign began with a survey around consumer travel and New Year’s Resolutions in order to shape the narrative of the overall campaign that there is, indeed, a “booking for every resolution.” Next, we secured an integration with the Ellen DeGeneres show where we gave away 425 gift cards with a value of $599 and leveraged campaign messaging points to excite consumers.
Subsequently, the ad campaign launched, airing on December 26th, closely followed by the experiential stunt – The Resolution Resort. Upon going live, The Resort sold out all 20 suites within 10 minutes.
