Garden of the Gods Collection INFLUENCER MARKETING CAMPAIGN Summer Local Series MARKETING OBJECTIVES Increase brand awareness in local markets such as Springs, Denver, and Boulder

Increase social media following

SITUATIONAL ANALYSIS Drive direct bookings Garden 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 . With competitors in Colorado Springs such as The Broadmoor and 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. TARGET AUDIENCE Affluent women, ages 25-65, residing in the Denver Metro Area, Boulder, and Colorado Springs

MESSAGE Through this influencer campaign, Garden of the Gods Collection wanted to communicate the following points to potential new audiences via these specific personalities: RESEARCH, PLANNING Garden of the Gods Collection is an affordable and attainable luxury & IMPLEMENTATION option in Colorado Springs for Coloradans.

Screen Pilot’s Digital PR team began The Collection is more than just a resort and is home to an International researching appropriate influencers and Health & Wellness Center, renowned golf course, fitness options, and is social media personalities based on the in close proximity to well known Colorado Springs attractions. campaign’s marketing objectives, target audience, and Garden of the Gods Booking direct through a trusted source, and not an OTA, results in Collection’s brand pillars and overall savings through offers only available on the property website. 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. SOCIAL MEDIA

ROMANTIC TRAVEL

RESULTS Facebook & Instagram I’ve never been to a pool before with the backdrop of the“ mountains, and New Followers (April 12-16): 198 it was so beautiful! 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% ” SOCIAL MEDIA

WOMEN’S GETWAY WEEKEND

RESULTS Facebook & Instagram Obviously no girls weekend would be complete without“ room service and New Followers (May 13-16): 158 a trip to the spa. Total New Fans/Followers in May: 315

Increase in Engagements mo/mo: 55.7% Increase in Facebook Page Impressions mo/mo: 56.6% ” SOCIAL MEDIA

PEOPLE ARE SAYING...

RESULTS Website All of your photos have made me want to go to Colorado! I’m hoping“ to plan a trip this year! Campaign Web Sessions YTD: 280 Instagram user comment, @everything.dee New Users: 175

Pages Per Session: 4 Ah, well, I’m ready for my vacation!! Instagram user comment, @cherish_lanae Total Direct Bookings (both campaings): 66

Additional Campaign Deliverables: more than Wow! This place looks and sounds amazing! 70 high-res photos I need to go there one day! Article comment, Rachel T. ” ROMANTIC TRAVEL LAUREN KAY SIMMS - APRIL 12-14, 2017 http://laurenkaysims.com/2017/04/resort-review-garden-gods-club/

WOMEN’S GETWAY WEEKEND LACY 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 SANDBERG Director of Partnerships [email protected] Direct: 720-689-2535