Crystal Mountain Resort Hotel Summer Rates Promotion
Client: Crystal Mountain Resort
The COVID-19 pandemic resulted in an early spring shutdown of nearly 60 days, causing the Crystal Mountain Resort reservations for the summer season to be way behind projections. Due to this shutdown, promotional marketing budgets have been reduced significantly due to loss of revenue. To make up for this loss, TwoSix Digital proposed a campaign with a 30-day run time on both Facebook and Instagram to encourage visitors to travel to the resort.
The campaign’s main objective was activating promotions that would inspire users to act quickly to make reservations at the resort in the Summer of 2020. The TwoSix team aimed to increase awareness that the Crystal Mountain Resort is a safe, post-pandemic summer getaway by highlighting the Crystal Clean Program. The program is an enhanced standard of health and safety protocols to ensure guest safety while adventuring the resort’s activities.
The campaign strategy featured images of individuals practicing social distancing and families taking part in outdoor summer activities to adhere to new travel guidelines. This campaign’s primary targets were users in Michigan and nearby drive markets, while retargeting efforts were directed at any users in the U.S. that performed relevant actions during the campaign.
There were two key source data components used in this campaign. The first data source was gathered from Crystal Mountains’ and included recent social media engagement, reservation data from 2016-2019, and the 2020 reservation data just for lookalike audiences. The second source was from the resort’s tourism promotion organization, Traverse City Tourism. This data source included components captured from the Facebook Pixel from the Traverse City website and visitors who recently clicked on: Lodging Rates, Lodging Listings, and pages with Crystal Mountain related content on the site, along with the top 25% of users who accessed summer-related content pages.
The campaign was comprised of three ad flights.
The promotion featured comprehensive website landing pages such as Book Hot Dates, Availability Calendar, Booking Search Engine, and E-Newsletter Sign-up.
Total Unique Reach
Cost Per Click
Click Through Rate
New Reservations Booked
New Email Subscribers
Virtual Tourism Conferences
April 13 | Brian Matson will be presenting on “Social Marketing Tips & Strategies During (and after) the COVID-19 Crisis” for Experience Burnsville
April 20 | Brian Matson will be presenting on “Social Marketing Tips & Strategies During (and after) the COVID-19 Crisis” for Meet Mount Pleasant
April 21 | Brian Matson will be presenting on ‘Owned-Data Strategies to Future-Proof Your Marketing Efforts” for Pure Ludington