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Terranea Resort Wins Statewide Tourism Marketing Award

Named 2016 Poppy Award Winner for Best Overall Marketing Campaign

 

Terranea Resort, A Destination Hotel, was honored with the top prize for Best Overall Marketing Program ($500K - $2M category) at Visit California’s Poppy Awards and Industry Recognition Gala on February 23, 2016. The award was given to Terranea Resort for its compelling new strategic campaign dubbed “Our Official.” The campaign was created to accurately depict Terranea’s rich experience for guests, while setting the resort apart from other Southern California destinations. In addition, Terranea was named a finalist for the “Best Social Media Campaign” category.

 

“We are honored to be recognized among the best of California’s tourism partners,” said Agnelo Fernandes, Senior VP of Sales and Marketing at Terranea Resort. “Terranea strives to create engaging marketing campaigns that highlight the property’s own culture and way of life, while celebrating California lifestyle.”

 

The winning marketing campaign, dubbed “Our Official,” showcased Terranea experiences such as “Land Not Far Away,” “Our Official Holiday” and “Our Official Ceremony.” The campaign efforts showcased Terranea as a place rich with its own customs, traditions, culture, and experiences, and a celebration of the unique California lifestyle. The new identity featured Terranea’s accessible location, just 30 minutes from LAX, making the resort an exotic escape without the travel time. All integrative campaign elements, including advertising, public relations and social media, worked simultaneously to showcase Terranea’s rich guest offerings.

 

A series of digital and print ads were developed to highlight the unique and memorable experiences guests could enjoy during their visit. Complimented with PR support, an extensive social media campaign was designed to further engage and create relationships with guests prior to arrival. Combined campaign efforts helped create significant growth across the board at the resort, driving revenue up 27 percent, booking up 22 percent and room nights up 21 percent.

 

“The outstanding marketing programs that were celebrated are a big part of the reason that California is the premier tourism destination in the U.S.,” said Caroline Beteta, President and CEO of Visit California. “The tourism industry stimulates over $121 billion in visitor spending in California every year, and generates over 1 million jobs in the state. The Poppy Awards celebrate California’s innovative, creative spirit and raise the bar for travel marketing statewide and beyond.”

 

Visit California, the marketing organization for travel to the state, presents the Poppy Awards every other year in a contest that honors the best and brightest of California tourism. This year, the ceremony was held in Jack London Square in Oakland and attended by nearly 400 top tourism professionals. Winners were selected by a panel of industry marketing experts in ten categories ranging from Best Content Marketing Campaign to Best Digital Campaign.

 

For more information about Terranea Resort, please visit www.Terranea.com.

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