RESORTS WORLD BIMINI
Launching a destination and hotel while decreasing costs per occupied room by 48% YoY
Resorts World Bimini is a luxury resort in the Bahamas, just 50 miles off the coast of Miami. With the Caribbean’s most pristine and untouched beaches and waters as a backdrop, the resort boasts 300+ rooms by the water, a full-service marina, casual and fine-dining restaurants, a wide selection of bars and a live-action Casino–all just a stone’s throw from South Florida.
When Resorts World Bimini first approached us, they were just beginning to build awareness around the project. Bimini had been known as a fisherman’s paradise for years but was never widely considered a vacation hot spot. With sharp, targeted campaigns highlighting the beauty of the island and the property’s luxury amenities, we delivered seasonal offers to our core audience and helped build awareness and drove weekend bookings. We then moved forward with our next goal: maintain weekend occupancy levels and increase weekday occupancy, while spending 1/3 less in media YOY.
On top of offering unparalleled accommodations, Resorts World Bimini partnered with travel operators to provide their guests with roundtrip transportation from several South Florida points of travel. Since those bookings had to be made on partner websites, we streamlined the user experience by creating an easy to use portal that featured combined booking and Hotel + Transportation packages at a discounted rate.
A precision pairing
We paired this effort with precision paid media campaigns offering enticing promotions with short booking windows. Partnering with key “deal-seeker” travel sites by negotiating strategic premium positions with high visibility, allowed us to turn around soaring website traffic volume and conversions. Search campaigns included ad extensions bolstering the available packages by fluidly routing traffic to the booking portal. The campaign also included geo-targeted paid social ads geared toward deal-seekers along with a robust email campaign to inspire past guests to return to the island.
By benchmarking the change in booking performance YoY, we were able to go beyond expectations and give the island and resort the recognition it deserves:
W3 AWARDS SILVER: General Website Categories – Travel for Websites, Resorts World Bimini – Website, 2017