A Once-in-a-Lifetime Giveaway
Sandals Resorts has transformed what was once a single brand and resort in Jamaica into a well-known, award-winning hospitality company that leads the all-inclusive industry in the Caribbean by offering guests more amenities, luxury, innovations, and choices than anyone else. We leveraged existing relationships with Sandals and longtime client Milio’s Sandwiches to create a promotional partnership offering a once-in-a-lifetime giveaway.
Reaching New Audiences
The team at Sandals wanted to develop a giveaway with the following objectives in mind:
- Build Sandals’ email list, creating opportunity to market to a larger audience
- Collect customer data to further segmentation efforts in an effort to create targeted, personalized ads
- Expand Sandals’ reach in the Midwestern states of Wisconsin, Minnesota, and Iowa
A Sandals “Takeover”
The giveaway campaign involved a multi-week Sandals “takeover” of Milio’s digital and print platforms. Milio’s communication during that time frame — from its emails and social posts to its in-store collateral and radio posts — focused on directing customers to enter the giveaway.
A Mutually Beneficial Partnership
The campaign proved so successful in 2016 that we ran it again in 2017. Results from the 2017 campaign are below:
- Close to 5,000 people entered the giveaway
- 61% were brand new entrants, having not entered the giveaway in 2016
- Sandals gained 1,900 new email subscribers
- Milio’s gained 1,800 new email subscribers
- The campaign reached a Facebook & Twitter audience of roughly 240,000 people
- The campaign drove 250,000 people to the Milio’s website
Valuable Customer Insight
In addition, the campaign generated valuable customers insights that could be used to further future efforts at segmentation and personalization.
An Eager Fan Base
The cherry on top? Milio’s, which boasts dozens of locations across the Midwest, had helped generate awareness of the Sandals brand in its target states of Wisconsin, Minnesota, and Iowa.