Vacation Rental Image Ad Campaign
Opportunities:
Finger Lake Premier Properties offered over 260 waterfront vacation home
rentals on 6 of New York's Finger Lakes. These were affordable vacation
alternatives to other family recreation options, especially considering the
dramatic increase in fuel costs. There was a great deal of opportunity to
gain brand recognition in the immediate region.
Challenges:
While the company had a good reputation, vacation bookings were behind prior
years. Economic conditions and higher fuel costs were a deterrent. Additionally, there was not a great deal of money available for an ad campaign.
As a result, little regional advertising and marketing had been done in the
Upstate NY region surrounding the Finger Lakes. Most of marketing
initiatives were driven only through Internet website links and ads in
travel publications. Consumers were unsure what the company name
"Premier" referred to, and what services were offered.
Solutions:
Developed
creative-branding concepts for advertising, marketing, and PR initiatives.
Print
ads were placed in demographically targeted subscription print publications with increased
frequency in the immediate region. "Make Memories" was the
advertising theme that was developed to entice
people to indulge in an old-fashioned family vacation. Themes were repeated in an array of
regional event and
vacation guide advertising, as well as links from a growing array of
travel-focused websites.
Results:
More awareness was created
for Finger Lakes Premier Properties' offerings as affordable vacation alternatives to traveling greater
distances, or not taking vacations at all. Lagging bookings began to
increase.
