CASE STUDY: Terranea Resort Social Advertising
Terranea Resort, a luxury property located on the southern end of Los Angeles, needed to compete with a saturated social marketplace during the holiday season. Terranea tasked MMGY with developing, optimizing and executing Facebook advertising campaigns that targeted both new and returning guests with timely holiday offers.
MMGY launched a Facebook campaign that targeted Terranea’s existing email database. Due the increase in special offers and competitiveness within the Facebook Newsfeed during the holiday season, frequent optimizations to imagery, copy and bids for clicks were implemented in order to guarantee a competitive performance for the campaign.
In addition to a custom email database campaign, several flash sales for Black Friday and Cyber Monday were executed to drive holiday travel and 2015 bookings. Flash sales lasted a maximum of two days and were targeted to Facebook users with luxury travel interests within Terranea’s key markets.
The custom email database campaign generated nearly one million impressions and reached over 550,000 Facebook users. The campaign delivered 14,000 with a click-through rate of 2.20%.
Terranea Resort flash sales garnered 330,000 impressions and a reach of over 270,000 people. Engagements totaled 4,200 with an ad unit click-through rate of 1.9%.
To learn more about our social media capabilities, and see other case studies, visit our Social Media page.