The Challenge
In 2015, the Paradise PR team’s overarching goal was to highlight the resort’s $320 Million renovation project and impending conversion to a JW Marriott property, without alienating the current Marriott property audience/guest. This presented a unique challenge, as we needed to simultaneously pitch a mid-level luxury brand without overshadowing the current resort offerings. Another challenge we faced was that the property’s meeting space was very limited over 2016, with the new space under construction as part of the project. We had to craft long lead pitches for future meeting space offerings to entice those journalists with stories. In addition to these goals and challenges, we also need to maintain a steady stream of media coverage and interest for the current resort offerings and their events/programs.
The Solution
From a Public Relations perspective, there were multiple marketing objectives, that combined, would need to result in consistent coverage and positive messaging that would compel consumers and businesses to choose the resort. The team needed to help the resort navigate closures, construction, a brand transition, grand opening and unique property narrative; keeping as much of the traditional Marco Island Marriott audience while also appealing to a new consumer (both leisure and business). We needed to tell the full resort story focusing on: accommodations, service, culinary, beverage, spa, beach, experiences, design and more. Increasing placements (print and online) were a major objective, but individual media visits to the resort became one of our most important goals. The Paradise PR team engaged with media and influencers in an effort to entice visitation. Our goal was to get in front of our luxury guests, organically. We worked closely with multiple freelance writers, journalists as well as qualified top tier lifestyle and travel influencers with an eye on luxury travel experiences. The team focused outreach on not only highly visible influencers, but highly engaged influencers within a specific demographic that could highlight a broader range of amenities.
The Results
- More than 1.7 billion impressions
- 35,000 room nights year-over-year increase (2018 to 2019)
- 13% increase in RevPAR in 2019
- One of the most successfully marketed openings in JW brand history
- Featured in AFAR, The TODAY SHOW, Forbes, Conde Nast Traveler, USA Today, Robb Report, MSN, New York Times, Thrillist, Modern Luxury Weddings, BizBash, and more
- Fostered in-kind partnerships with internationally recognized influencers such as Cara Loren, Jimmy Im, NYC Pretty and more
- Nearly 500+ million media impressions for Sean & Catherine Lowe, Man vs Chef, and 48 Hour Film Challenge initiatives
- Attended premier culinary events such as Charleston Wine + Food, South Beach Wine & Food Festival and the Atlanta Food & Wine Festival
- 2017 PR campaign received the Platinum Hermes Creative Award
Sirene: Paradise Redefined
