Challenge: What Do Moms Really Want?
Burgeoning hotel competition and rapid brand growth in Mexico and the Caribbean made it crucial for family-friendly Dreams and Now Resorts & Spas to win over the hearts of key household decision makers – moms.
First, the luxury, all-inclusive resort brands had to answer: What do moms want?
Breakout Strategy: Uncovering the Need for #MomsEscape
Become the first travel brand to listen and respond to why many moms don’t take that much needed vacation: Guilt.
Whether feeling guilty over taking time off, leaving the kids behind or not planning the perfect trip, women can’t seem to escape.
Launching ahead of the peak winter travel season, Dreams and Now set out to empower women to turn mom stress into vacation bliss, an action that would make them feel and be better parents – win-win.
Program: Helping Moms Vacation Unapologetically
The resort brands set out on a mission to make it easier for busy moms to take that well-deserved escape. First, a survey was rolled out to help define the campaign message, including identifying the travel occasions that inspire most action: recharging with the girls, flying solo, rekindling romance and building new family memories.
The Moms Escape program was introduced with a special offer promoted through a media blitz, anchored by broadcast segments and a partnership with top online shopping site for women, Zulily, for mass reach. Relatable influencers and celebrities, such as The Moms and Tori Spelling with her 5 kids, were invited to showcase their own Mom Escape experiences at the resorts and lead the conversation in the press and on social. Timely videos released over holidays like Valentine’s Day and Mother’s Day, rounded out the program, inspiring moms to take the plunge.
Tapped into a Powerful Emotional Connection with Women Resulting in Increased Brand Awareness, Loyalty and Sales
#1
Best Performing Zulily Sale of the Year
+144M
Earned Media Impressions
53M
Social Impressions
79%
Increase in Bookings YOY
11M
National Broadcast Impressions
35