Luxury resort crushed direct booking goal by +125% with Cendyn Digital Marketing
THE CHALLENGE
A luxury all-inclusive resort brand, with properties throughout Mexico and the Caribbean, sought to capitalize on the high demand driven by major sales events such as Black Friday and Cyber Monday in the US and worldwide, as well as Mexico’s Buen Fin sale. The main objective was to align their offerings with these high-traffic shopping periods to boost bookings and revenue across their entire resort portfolio.
The campaign goals were:
- Maximize revenue by increasing consumer spend during this peak period
- Protect the brand from rising competition
- Leverage higher spending to expand reach
- Develop tailored domestic offers for the Mexican market (Buen Fin), including Spanish-language ads
- Enter the market earlier than competitors with Black Friday messaging, beginning on November 1st, to capture early demand
THE SOLUTION
The campaign employed a full-funnel marketing approach, focusing on key unique selling propositions (USPs), such as offering free transfers, to drive engagement and conversions. Third-party partnerships, including ADARA, were leveraged to enhance targeting and optimize audience reach.
A defensive SEM strategy was implemented to safeguard the brand from increased competition. The campaign also expanded its reach by opening new channels, such as YouTube and Connected TV (CTV), to attract a broader audience. Traffic was directed to specific landing pages featuring compelling Black Friday messaging, while tailored domestic offers for the Mexican market (Buen Fin) were promoted through Spanish-language ads.
To capture early demand, Black Friday messaging was introduced ahead of competitors, starting on November 1st. Additionally, the promotion window was extended beyond the typical Black Friday/Cyber Monday period, running through December 6th to maintain momentum and maximize bookings.
THE RESULTS
Cendyn Full-Service Digital Marketing Agency delivered impressive results, exceeding expectations across key performance metrics. The overall revenue goal was greatly exceeded, with the evenly distributed monthly goal surpassed by over 125% as November’s revenue more than doubled that of any other month of the year, underscoring the campaign’s effectiveness. Moreover, November’s revenue reflected a significant 58% increase year-over-year (YoY), further emphasizing the strategy’s success.
Media impressions saw a significant YoY increase of 71%, while bookings generated from media grew by 87% YoY. Revenue from media also saw a remarkable 85% YoY increase, highlighting the campaign’s impact.
The blended return on ad spend (ROAS) reached an outstanding 34:1, up from 23:1 the previous year, showcasing a substantial improvement in campaign efficiency. Finally, the SEM channel stood out with an exceptional ROAS of 55:1, the highest across all channels, further proving the success of the strategy.
