When a famous Ocean City attraction is nationally recognized, the D3 team runs with it!! In 2017, Travel channel named Splash Mountain Water Park one of the top five water parks to visit. A must-see, AND splash! Boardwalk Hotel group didn’t hesitate to take the opportunity to capitalize on the announcement and integrate it into its messaging.
In partnership with D3, the hotel group (consisting of Howard Johnson Oceanfront Plaza Hotel, Days Inn Oceanfront or Howard Johnson Oceanfront Inn) launched a Facebook ad campaign promoting free Splash Mountain passes in a “Stay, Splash and Save” package for visitors who booked rooms in one of their hotels. It was a huge success, doubling the click-through rate compared to past campaigns.
Speaking of past campaigns, the D3 team made sure to look back for learning opportunities they could gain from past marketing challenges. A goal out of the gate – to identify ways to enhance the messaging, triggers and reach to different audiences. More recently, Boardwalk Hotel Group has taken it a step further than interest targeting and is working on geo-targeting their Facebook campaign ads based on where visitor’s call home. This way when they’re ready to book their vacation, Ocean City is at the top of their list.
“D3 is very accommodating. They always get back to me in a timely manner, even when I say… “Oops, I need this by 2pm today!” They are really on top of it with making suggestions and managing the ads. And the results are great. The Facebook ads have boosted business for us and are truly an affordable way to put us on the map. It’s been a great success.”
Boardwalk Hotel Group, Revenue Manager, Karen Norvell