Hyatt Regency Lost Pines Resort & Spa

Branding, Campaign concept, Print Ads, Outdoor, PAID SEARCH, banner ads, retargeting & DIRECT MAIL

Managing an integrated marketing platform of a multi-faceted resort business with a million-dollar budget was no small task. Strategy for the prominent Austin resort property spanned leisure, group, wedding, golf and spa for cross-country travelers and family staycationers alike. I was fortunate to be part of a small team that fully managed an integrated marketing strategy for the resort, including high-level branding and messaging while also drilling down to tactical targeting within each business segment. 

MESSAGING STRATEGY

While the resort had an unmistakable overarching feel that put the guest experience first, each segment of the business was in need of a new lens into its target audience to help realign communication strategy. 

Resort Messaging Strategy: 

Target: Getaway seekers looking to relax & make memories but fearing there won’t be something for everyone
Differentiator: You'll find the freedom & space you need to breathe, and reconnect with loved ones in a Texas wilderness setting

GOLF CLUB MESSAGING STRATEGY:

Target: Dedicated golfers who want a memorable round but are fearing a pricey, mediocre experience
Differentiator: Escape to your golf adventure in the remarkable Texas wilderness

Wedding Messaging Strategy:

Target: Down-home destination wedding seekers yearning to begin their story in an unforgettable setting, without the burden of travelling too far from home
Differentiator: Our Central Texas venues will paint a breathtaking backdrop to every one of your big-day moments

Core Campaign Idea

With the target audience well in our sights, I led the creative team to bringing to life a story that would resonate and reach the hearts and minds of that family-centric getaway-seeker and create that emotional connection across touchpoints.

Lost Is Found

Sometimes you have to escape from the crazy pace of life in order to get lost in the things that mattered all along. Lost in the moment, lost in love, lost in laughter, lost in thought. That’s exactly the plan at Hyatt Regency Lost Pines Resort, where you have the freedom to indulge in the simple pleasures you simply don’t get enough of unless you get away from it all—relaxing, connecting, making memories, trying new things. Come and get lost with us and see what you find.

RICH MEDIA & HTML5 BANNER ADS

A quarter of a million dollar media buy included a strategic mix of ads that hit our target audience at a number of points in the purchase funnel, delivering exactly what they'd be looking for at that moment. The mixture included rich media banner ads, and HTML5 banner ads and retargeting ads, with call-to-actions spanning leisure (book now), group (book your meeting), wedding (plan your wedding) and golf (book online).

Leisure Rich Media Ads

For those getaway-seekers entirely unfamiliar with the resort, an attention-grabbing, informative rich media expandable banner ad led the charge. The ad begins in half-size, with a hover state to "expand and explore," expanding into an interactive resort video; golf, spa, water park and activities; and dining options. The experience included "book your stay" and "view offers" CTAs on every page.

Paid Search

That same SEM mix included paid search for wedding and golf, as search queries for nearby golf clubs and wedding venues were well worth their salt. 

Wedding

Print Ads

To add to a primarily digital buy, a number of Austin publications had circulation and readership that fit the target from a geographic, demographic and motivation perspective. The full-page print ads kept the resort top-of-mind for business event and meeting planners and golf escape seekers in two ads below.

Outdoor

Wolfdancer Golf Club OOH

On two of the main highways leading into the congested city of Austin, there was enormous opportunity to spark a little wilderness envy. Daily commuters heading toward their concrete and glass high rise holding cells could use a reminder that there's a serene, windowless escape awaiting them. 

Direct Mail

New Year's Eve Package Direct Mail

A quick impact within a small budget was the goal of this short campaign, featuring the resort's New Year's Eve Package for a last-minute boost in bookings within a limited timeline. Speed and efficiency were mandatory. And what better way to reach those who would care most than reignite the memories of previous guests.

I led the team to create a direct mail postcard that went out to 600 families who had stayed over the New Year's Eve timeframe in the previous two years, reminding guests of the Texas wilderness celebration with loved ones in years past and highlighted new activities to make memories.