Garden of the Gods CollectionINFLUENCER MARKETING CAMPAIGN

Summer Local Series

MARKETING OBJECTIVESIncrease brand awareness in local markets suchas Colorado Springs, Denver, and Boulder

Increase social media following

Drive direct bookingsSITUATIONAL ANALYSISGarden of the Gods Collection is a luxury resort and country club that has dazzled guests in Colorado Springs for over 60 years. Each of the 56 spacious suites features a balcony overlooking the towering red rocks Garden of the Gods National Landmark and snow-capped Pikes Peak. With competitors in Colorado Springs such as The Broadmoor and Cheyenne Mountain Resort, Garden of the Gods Collection needed an effective, yet low cost and low risk solution to capture and increase market share for their upcoming summer high season. In the months before the launch of its new International Health & Wellness Center, as well as the onboarding of a new chef, completion of new tennis courts, and various other upgrades to its lodging and amenities, the team at Garden of the Gods Collection partnered with Screen Pilot to use local influencers and social media personalities to bring hyper-lo-cal brand awareness to the property.

RESEARCH, PLANNING & IMPLEMENTATION

Screen Pilot’s Digital PR team beganresearching appropriate influencers and social media personalities based on the campaign’s marketing objectives, target audience, and Garden of the Gods Collection’s brand pillars and overall brand aesthetic. It was decided that two campaigns would each span two different themes - one romantic travel, the other to serve as inspiration for a women’s getaway weekend. Once personalities were identi-fied, the Screen Pilot team acted on behalf of Garden of the Gods Collection to make an introductory pitch, develop a story with the individual personalities, negotiate with both property and influencers to develop content strategy agreements and amenities trades, created the perfect itinerary for each stay, worked with the local Chamber of Com-merce partners to add experiential elements to each story, ensured that alldeliverables were met and executed, and that content was shared across all channels - including the Garden of the Gods Collections own social media platforms.

MESSAGEThrough this influencer campaign, Garden of the Gods Collection wanted to communicate the following points to potential newaudiences via these specific personalities:

Garden of the Gods Collection is an affordable and attainable luxuryoption in Colorado Springs for Coloradans.

The Collection is more than just a resort and is home to an International Health & Wellness Center, renowned golf course, fitness options, and is in close proximity to well known Colorado Springs attractions.

Booking direct through a trusted source, and not an OTA, results in savings through offers only available on the property website.

TARGET AUDIENCEAffluent women, ages 25-65, residing in the Denver Metro Area, Boulder, and Colorado Springs

SOCIALMEDIA

New Followers (April 12-16): 198

Total New Followers in April : 432 (nearly a 50% increase mo/mo)

Increase in Facebook Page Impressions mo/mo: 56.6%

Increase in Facebook Page Engagements: 46.2%

“I’ve never been to a pool before with thebackdrop of the mountains, and

it was so beautiful!

”

ROMANTIC TRAVEL

RESULTSFacebook & Instagram

SOCIALMEDIA

New Followers (May 13-16): 158

Total New Fans/Followers in May: 315

Increase in Engagements mo/mo: 55.7%

Increase in Facebook Page Impressions mo/mo: 56.6%

“Obviously no girls weekend would be complete without room service and

a trip to the spa.

”

WOMEN’S GETWAY WEEKEND

RESULTSFacebook & Instagram

SOCIALMEDIA

Campaign Web Sessions YTD: 280

New Users: 175

Pages Per Session: 4

Total Direct Bookings (both campaings): 66

Additional Campaign Deliverables: more than 70 high-res photos

“All of your photos have made me want to go to Colorado! I’m hoping to plan a trip this year!

Instagram user comment, @everything.dee

Ah, well, I’m ready for my vacation!!Instagram user comment, @cherish_lanae

Wow! This place looks and sounds amazing!I need to go there one day!

Article comment, Rachel T.

”

PEOPLE ARE SAYING...

RESULTSWebsite

ROMANTIC TRAVELLAUREN KAY SIMMS - APRIL 12-14, 2017

http://laurenkaysims.com/2017/04/resort-review-garden-gods-club/

WOMEN’S GETWAY WEEKENDLACY SPRUCE, ABBY MILLER, LEAH BEHR - MAY 13-15, 2017

http://www.eatpraywearlove.com/2017/05/girls-getaway-at-garden-of-gods-club.html

http://www.myboringcloset.com/2017/05/30/garden-gods-resort-colorado-springs/

http://denverdarling.com/home/ye626v9cvxawp3chhmz20k4dv41e8r#comments-592331d58419c20bb96b339c

GRIFFIN SANDBERGDirector of Partnerships

gsandberg@screenpilot.comDirect: 720-689-2535