Situation
Streamsong provided a unique challenge. In a state with abundant options for golf, the new resort included two amazing courses that would are on par with any course — anywhere. However, Streamsong is located in a difficult to find location in a part of Florida that had no previous appeal to visitors, let alone golfers. The strategy was to establish a national following among golfers and to become a destination resort for meeting planners. The objective for course designers Tom Doak, Bill Coore and Ben Crenshaw was clear: design two of the most impressive courses in America. But, the plan didn’t stop there. With more than 100 rooms, a state-of-the-art spa, and more than 25,000 square feet of meeting space, this was a complete resort experience, and ownership would need to generate revenue to support the entire property.


Key Initiatives
Even with two of the most challenging golf courses on earth, a resort like Streamsong could not achieve business objectives by filling tee times. Hotel rooms, meeting space, dinner reservations, spa appointments and even adventures that depart from golf are all part of the formula to drive revenue contributing to the resort’s bottom-line performance.

To succeed, Streamsong would need to capture the meetings market and position the resort to accommodate C-suite executives seeking an unparalleled golf/meetings experience. We used Streamsong’s remote location as an inspiration for golfers and planners willing to go the extra mile to find the best golf in the America. Aggressive social media, strategic public relations, and powerful creative combined in total alignment to optimize the return on investment. Creative captured the stunning landscape of the courses as a testament to the incredible setting for golf and meetings. While digital influenced 75% of all media, email marketing and targeted print helped tell the story to both golfers and meeting planners.

From the moment a guest receives a confirmation to the moment they enter an elevator on the property, we made #MyStreamsongStory part of the fabric of the resort. We use video to show how beautiful the resort is, and the testimonials from those who have actually experienced Streamsong are proving to be inspiring to potential guests. The #MyStreamSongStory campaign gave a whole new meaning to the concept of user-generated content.
Creative

Creative captured the stunning landscape of the courses as a testament to the incredible setting for golf and meetings. While digital influenced 75% of all media, email marketing and targeted print helped tell the story to both golfers and meeting planners.

Content

From the moment a guest receives a confirmation to the moment they enter an elevator on the property, we made #MyStreamsongStory part of the fabric of the resort. We use video to show how beautiful the resort is, and the testimonials from those who have actually experienced Streamsong are proving to be inspiring to potential guests. The #MyStreamSongStory campaign gave a whole new meaning to the concept of user-generated content.

A New Website

The Agency launched a new website utilizing extraordinary video footage to capture the full dimension of the resort for every audience and clearly positions Streamsong at the top of a highly attractive competitive set. In addition to video, scheduling, connections through social media and e-commerce are features of the site.

Email

Email does not represent a significant percentage of the overall marketing budget. But, it would be hard to argue the effectiveness. Agency digital teams diligently tested the email design and content to discover the most effective messaging to generate responses. Emails are targeted, timely and relevant.

Video



Creative

Creative captured the stunning landscape of the courses as a testament to the incredible setting for golf and meetings. While digital influenced 75% of all media, email marketing and targeted print helped tell the story to both golfers and meeting planners.

Content

From the moment a guest receives a confirmation to the moment they enter an elevator on the property, we made #MyStreamsongStory part of the fabric of the resort. We use video to show how beautiful the resort is, and the testimonials from those who have actually experienced Streamsong are proving to be inspiring to potential guests. The #MyStreamSongStory campaign gave a whole new meaning to the concept of user-generated content.

A New Website

The Agency launched a new website utilizing extraordinary video footage to capture the full dimension of the resort for every audience and clearly positions Streamsong at the top of a highly attractive competitive set. In addition to video, scheduling, connections through social media and e-commerce are features of the site.

Email

Email does not represent a significant percentage of the overall marketing budget. But, it would be hard to argue the effectiveness. Agency digital teams diligently tested the email design and content to discover the most effective messaging to generate responses. Emails are targeted, timely and relevant.

Video
Outcome
The fact Streamsong added a third course and has recently announced a fourth, and added an expansive clubhouse is a testament to the results. But, four consecutive years of exceeding budgeted room nights for meeting by more than 10% is production at the bottom-line. The integrated efforts also resulted in a 20% increase in both golf revenue and golf related-rooms revenue year over year. The campaign garnered a 13.04% CTR and paid search resulted in nearly 500,000 conversions. The integrated campaign netted more than 7,000,000 impressions.
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