Park City, UT, August 18, 2020- Five-Star Laguna Beach property, Surf & Sand Resort, partnered with GCommerce to run digital marketing efforts during COVID-19 to maintain brand awareness in key markets in order to secure market share upon reopenings. The resort placed all efforts on digital channels, with an emphasis on targeting in-state markets.
GCommerce leveraged messaging that focused on leisure getaways and escapes, which was relevant while travelers were confined to their homes. The top-performing ad focused on the property being a family-friendly destination and the perfect opportunity to escape city life. Marketing budgets were increased to leverage the increased demand as California began to open up and travelers were dreaming about their next vacation.
“Navigating COVID-19 has taught us all the importance of being nimble and responsive. The great thing about digital is that you can flex quickly,” said Helen McCabe-Young of JC Resorts. “We believed our best strategy was to ‘keep the lights on’ for those still actively searching in order to support a swifter comeback when we could reopen. The strategy has proven to work well and the resort is in high demand. We could only do this with a partner, GCommerce, that was nimble as well and ready to act responsively as we all navigated constantly changing news.”
The resort was able to generate positive revenue via its website every week, even when closed completely. The GCommerce team achieved a minimum ROAS of 10X on paid search over the last 5 months. To view the full case study, click here.
For more information about GCommerce and its digital marketing services, visit www.gcommercesolutions.com.
