Comet Branding - Branding | PR | Social Media

Case Study: Grand Geneva Resort

• The Challenge

  Grand Geneva is a four-star leisure resort located in Lake Geneva, Wisconsin and is owned by Milwaukee-based Marcus Hotels and Resorts. Like many in its industry, the resort was working to emerge from a slumped economy in 2009 and was looking for ways to grow business and connect directly with current and prospective customers. Comet was retained to develop and execute a strategic social media program.

  A couple of months into the engagement the resort deployed Comet to develop a strategy to launch the new ski season. It had been decided that the resort would give away all of the lift tickets for the opening weekend of the snow sports season.

• Our Solution

  Comet developed and launched a program where all marketing, advertising, pr and events drove through social media, and specifically to the Grand Geneva Facebook Fan page where a custom Facebook tab was deployed that allowed fans of the Resort to print free lift ticket vouchers.
  
  While the lift ticket voucher element was very important, Comet developed additional strategies that helped increase the size of the resort’s community on Facebook and drove ongoing social media engagement. To do this, Comet developed concepts and produced a series of social media videos that were shared on YouTube and Facebook.
  
  

• The Results

  • Largest opening ski weekend in resort history, for both revenue and attendance.
  • Customer engagement and evangelism has increased significantly.
  • It was the most successful promotion of any kind in nearly 10 years.
  • They surpassed the seasonal revenue goal with three months remaining in the season
  • Approximately 75% of guests were first-time visitors to Grand Geneva.
  • The resort credits the social media campaign as a major contributor to significantly exceeding the business objectives for the snow sports business unit.
  • The campaign won a 2010 PRSA Paragon Award and was selected by Marcus Corporation as the company’s best social media program of the year across 20 hotels.

Client Social Media

• Twitter
• Facebook
• Flickr
• YouTube