Palmetto Bluff: It Never Leaves You

Client:

Palmetto Bluff

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Palmetto Bluff: It Never Leaves You

Creative Campaign & Content Development Connections Planning, Activation & Measurement

Full Version

On the idyllic, marshy South Carolina coast, Palmetto Bluff is an incomparably beautiful, one-of-a-kind place you have to experience to truly understand. To motivate affluent audiences to visit the property, Wray Ward worked to enhance the brand and tactically cultivate and nurture leads.

Project Overview

What We Did

Reflecting Palmetto Bluff’s extraordinary identity, our far-reaching campaign went beyond traditional platforms to inspire audiences and drive results. To build brand awareness through video, print and digital display ads, we aligned contextually with targeted publishers to incent top prospects to learn more about Palmetto Bluff’s rich history and progressive future. The campaign drove consideration and conversion by encouraging targets to book an Experience Package. Drip campaigns nurtured and qualified leads. And a newly redesigned website used rich photography and video to capture leads and provide a seamless virtual brand experience.

Results

Palmetto Bluff focused on generating high-quality leads. The campaign generated 5,435 total leads, with leads converting to prospects at a rate of 7.5% (versus 2.5% the previous year). The campaign generated 66 million total media impressions, with over 256,000 clicks and 2,797 website leads. The print campaign generated hundreds of phone calls. The direct-to-publisher digital campaign generated 37,885 clicks, 55,086,969 impressions and 1,150,463 emails opened with 5,305 clicks to site. The programmatic campaign generated over 15 million impressions and 56,972 clicks, with an increase of 10% in CTR year over year. And the paid search campaign generated over 4.3 million impressions and 161,601 clicks, an increase of 65,000 clicks year over year.

3x
More leads converted into prospects
66,000,000+
Total media impressions
10%
CTR increase YoY

Video

Digital video allowed us to deepen our storytelling to intrigue curious and affluent travelers, inspiring them to make Palmetto Bluff their next travel destination. We blended the refined and the raw and combined affluence with adventure to bring unexpected experiences and equally unexpected characters to life. The campaign saw a CTR that was two to three times the benchmark for pre-roll tactics.

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Print & Digital Advertising

We focused our media and creative efforts on reaching the outdoor enthusiasts, epicureans, conservationists and cultural connoisseurs whose passions all converge at Palmetto Bluff. Placements in National Geographic Traveler, AFAR and other publications let us target new audiences whose interests were a natural fit with the brand.

Programmatic display confirmed that we were talking to the right audience in the right space. Through extensive A/B testing, we were able to lower the cost per click and increase the conversion rate, particularly to the luxury homebuyer audience.

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Lead Nurturing

Carefully segmented drip campaigns reengaged cold leads, nurtured recent hotel guests and qualified new leads. This tactic generated high-quality leads by reaching consumers who were ready, willing and able to consider a home at Palmetto Bluff.

Digital Design

By refreshing the website with the look of the new campaign, we provided the perfect destination for a seamless brand experience. Adding video greatly enhanced the site, as did completely rebuilding its blog. Streamlining the user experience and improving mobile usability increased all-important lead generation.