Project Description

Success Studies | The WOW Power

Project Description

What We Did

1) Video 

Relevant Expertise

Attractions
Beverage
Destinations
Entertainment
Fitness
Healthcare
Insurance
Lodging
Real Estate
Retail
Vacation Rental

HOW ASPIRATIONAL VIDEO STORYTELLING CAN INSPIRE GUEST DESIRES AND GUEST VISITS

Video storytelling has the power (in an almost Star Trekian way) to transport consumers from their physical and yes, emotional location (read: a monotonous or depressing state) to a brighter and better place in their minds, their spirits and ultimately their reality — and nowhere is that more powerfully demonstrated and optimized than in hospitality marketing.

As part of a comprehensive targeting, multi-marketing brand activation strategy for legendary Captiva Island resort ‘Tween Waters Island Resort & Spa, NOISE identified the four core personas (Adventure Seekers, Young Families, Carefree Couples and Outdoor Enthusiasts} that comprise the resort’s primary consumer base. Following a unique persona profile of each audience segment, NOISE combined science with art, strategy with creative — and embarked to create 4 inspirational, aspirational, relatively unscripted video stories for each audience under the brand’s overarching “Official Beach Resort” campaign.

Talent with minimal video experience was cast in the goal to capture authentic aspirational and inspirational moments. Production consumed 4 days and more than 25 professional actors and real people.

The singular goal: be genuine, spark their emotions and create a burning desire for each segment to live the guest experience themselves. In other words: get here and do this.

Following a unique persona profile of each audience segment, NOISE combined science with art, strategy with creative — and embarked to create 4 inspirational, aspirational, relatively unscripted video stories for each audience under the brand’s overarching “Official Beach Resort” campaign.

THE BOTTOM LINE

Over the course of year one, these 4 aspirational video stories were viewed nearly 30,000 times monthly — resulting in an amazing 856.3 hours of brand immersion and almost 1 million gross impressions. In addition, the videos were recognized with Addy Awards for their excellence in production, messaging and impact.

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Views Per Month
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Hours Brand Immersion
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Annual Gross Impressions

ACTIVATION

VIDEO