Problem

Melia Resort in the Dominican Republic was facing stagnant engagement levels on their social media platforms, struggling to attract new customers and failing to effectively reach their target audiences in the US and Canada. Their existing brand strategy lacked resonance with these audiences, resulting in limited engagement from the east coast and midwestern regions of the US.

The resort needed a comprehensive social media strategy that could help them revamp their approach and attract more customers from the US and Canada.

Solution

To address these challenges, we devised a comprehensive social media strategy that focused on targeted campaigns and the development of new personas. Leveraging our experience in travel and hospitality marketing, we collaborated closely with the Melia Resort team to revamp their approach.

Campaign 1: Tropical Escapes Sweepstakes - We designed a captivating sweepstakes campaign that tapped into the desires of the target audiences. By offering a chance to win an all-inclusive vacation package to the Dominican Republic, we generated excitement and engagement. This campaign not only boosted engagement levels but also increased the resort's visibility among US and Canadian travelers.
Campaign 2: Local Experiences Highlight - Recognizing that travelers often seek authentic local experiences, we curated a campaign that showcased the hidden gems and cultural delights of the Dominican Republic. Through stunning visuals and engaging stories, we positioned Melia Resort as the gateway to these enriching experiences, resonating strongly with the east coast audience's desire for unique vacations.
Campaign 3: Canada-US Adventure Itineraries - In this campaign, we designed tailored itineraries catering to both Canadian and US travelers. By highlighting the distinct interests of these audiences, we sparked interest and engagement. These itineraries ranged from adventure-packed activities for the midwestern audience to relaxation-focused options for the east coast.
New Personas:
- East Coast Explorers: This persona encapsulated the spirit of travelers seeking vibrant local experiences, cultural immersion, and the thrill of adventure. They were motivated by authenticity and sought to discover hidden gems in their vacation spots.
- Midwestern Relaxation Seekers: This persona aimed at those who craved relaxation, serene landscapes, and quality time with loved ones. They were drawn to the tranquility of the Caribbean and sought an escape from the daily grind.

Impact

Engagement Increase: The engagement levels soared by 128%, demonstrating the resonance of the new campaigns and personas.
East Coast Boost: The resort experienced a significant 110% increase in engagement from the east coast audience, showcasing the effectiveness of tailored campaigns.
Midwest Impact: Engagement from the midwestern US region saw a promising 5% increase, indicating our campaigns' success in capturing the attention of this audience.

"Our social media presence has never been stronger thanks to this strategy."

-Roberto Alvarado

Team

Team Member #1 - Social Media Strategist
- Devised the comprehensive social media strategy
- Led the development of new personas and targeted campaigns
Team Member #2 - Graphic Designer
- Designed captivating visuals for the campaigns
- Crafted engaging stories to showcase local experiences

Melia Resort Boosts Engagement with Targeted Social Media Strategy