Case Study: Indian Wells – Renewal Rediscovered Campaign

Background:In February 2013, Indian Wells desired to increase traffic from Southern California local feeder markets while promoting its golf and tennis destination activities as well as its luxury spas and resorts. Additionally, the destination aimed to generate buzz surrounding the new Indian Wells website. The target customer segment for this campaign was the older (45+), affluent audience.

Case Study:The goals of this campaign were to increase website visits by 20%, increase unique website visitors by 15%, and increase the email opt-in list for future marketing initiatives. Expanding reach and awareness amongst Indian Well’s luxury customer segment to capture a new audience was an important KPI for this campaign.

Action Plan:In order to help Indian Wells reach these pre-defined goals, HeBS Digital created a multi-channel campaign to run through the month of February 2013. This campaign targeted affluent leisure travelers with the campaign theme “Renewal Rediscovered”. The following initiatives were implemented to help achieve the campaign goals:

1. SEM2. Promotional eBlasts3. Facebook Custom Tab4. Blog Posts5. Adara Display Campaign6. Mobile Promotions7. Facebook Promoted Posts8. Email Sweepstakes9. Custom Landing Page10. Website Promo Tile

With the help of these initiatives, the campaign exceeded the pre-determined goals.

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

Sweepstakes

Overall Campaign Results:• Website Visits: 23% Increase

– Exceeded Goal by 3%

• Unique Website Visitors: 18% Increase– Exceeded Goal by 3%

• Email Opt-ins: 954 (63% Opt-In Rate)

Contest Results:• Daily Visitors: 2,564

• Entrants: 1,514

• Email Opt-Ins: 954

• Email Opt-in Rate: 63%

Generate Buzz around new Website Increase Traffic from Local Feeder Markets Promote Destination Activities & Resorts

Indian Wells Landing Page

Case Study: Indian Wells – Renewal Rediscovered Campaign

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

During the campaign flight, the Facebook Custom Tab was the most viewed tab, only second to the Fan Page timeline.

First Promo eBlast Results:• Open Rate: 11.81%