Garden of the Gods Collection
Challenge
Garden of the Gods Collection is a luxury resort and features a collection of incredible hotel rooms, suites, and cottages. Its location has dazzled guests in Colorado Springs and beyond for over 60 years. Each of the 56 spacious suites features a balcony overlooking the towering red rocks of Garden of the Gods National Landmark and snow-capped Pikes Peak. While the scenery is a natural attraction for transient guests, the resort wanted to increase local brand awareness amongst their drive market. They are located just outside Colorado Springs, so the nearby city of Denver and it’s neighboring Front Range cities presented some of the largest opportunity. Screen Pilot presented the idea to run numerous “Influencer Marketing” campaigns to discover these new guests.
Solution
With this in mind, Screen Pilot researched and identified numerous influencers in the Denver area that had the right kind of engagement, within the right kind of demographic that property was looking to reach with this campaign. Throughout the process, the Screen Pilot team managed everything from the initial pitching, campaign negotiations and content expectations, to the on-property management, post-stay follow up and reporting on campaign performance.
Results
Garden of the Gods Collection saw a 50% increase in new social media followers month-over-month and saw 66 direct bookings from two campaigns. It’s important to note that – while the goal with influencer marketing always starts at a “brand awareness” level – there’s always the possibility of seeing actualized bookings as well while the dynamic of influencer’s and their followers continue to change and grow. Beyond the immediate successes seen – the property acquired not only highly curated online content but also more than 70 high-res photos to use and repurpose throughout the year.
Screen Pilot
Screen Pilot is a marketing agency in Denver, CO working with hotels & resorts to drive revenue with SEO, PPC, email, content, data science and web design.
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