There’s nothing that says “vacation” like getting doused with cold green water from a giant bucket.
Client: Nickelodeon Suites Resorts
Category: Email Campaign
Date: 2013 – 2014
Niickelodeon Suites Resort is a family-friendly resort featuring 2 bedroom Kidsuites! Located approximately one mile from the Walt Disney World Resort featuring Kids 5 and under Eat Free Program, Scheduled shuttle to the four Disney theme parks and nightly scheduled family entertainment. Now transformed into the first-ever Nickelodeon Family Suites by Holiday Inn. $20 million in new features including water slides, flumes, 3,600 sq. feet of banquet space and much more has now been added.
With the goal of bringing past customers back to the resort, Nick Hotel faced the challenge of identifying those families; and differentiating the offer among the fierce competition within the industry in Orlando, Florida. In the past, Nickelodeon relied on TV advertising and email marketing. Because these tactics were not generating the desired results, we were given the opportunity to work with Nickelodeon Suites Resort to create a variable, targeted direct mail piece.
In order to boost results and bring families back to the resort, the agency analyzed five years worth of data and isolated five most important factors—transportation used to get to the resort, lifestyle/personality cluster, age of child, economic stability indicator and occupation.
After identifying who Nickelodeon’s best customers were, RICG was able to target them using variable imagery