Terranea Resort Strategic Partnerships

One of Destination Hotels & Resorts’ largest properties, Terranea Resort, has established itself as a leading resort in Southern California since its opening in 2009. With the majority of guests stemming from within the greater Los Angeles area and Southern California, Terranea wished to build its client base by expanding its market reach to include consumers within the regional drive markets and across the country.

Situation

Although the setting at Terranea Resort is spectacular, many people had either misconceptions about the resort’s exact location and distance from the greater Los Angeles area or did not know where the city of Rancho Palos Verdes was at all. MMGY Global was tasked with generating national awareness for Terranea Resort and creating clarity about the property’s location and ease of access from areas throughout Southern California. As a separate project, MMGY was also tasked to enhance the reputation of The Bungalows at Terranea, a premier oceanfront resort with an innovative spa and wellness program.

Action

MMGY Global developed a strategic media plan to support the resort’s new goals, focusing on both Terranea’s current feeder markets within the Southwestern region of the U.S. and key national media markets. The agency conducted extensive media outreach, ensured Terranea was represented at key media industry events, secured oneon- one meetings with targeted media, and coordinated both group and individual press visits throughout 2012-2013.

Media Coverage

 

 

Pitches and press materials highlighted the resort’s first-rate amenities and activities such as its award-winning spa, one-of-akind Point Discovery activity center, wide range of dining and lodging options, topnotch meetings facilities, as well as newly launched products. In addition, MMGY built an exclusive partnership between the resort and Lexus, leveraging the assets of Terranea with the awareness and exposure of the Lexus vehicle. MMGY also built buzz around the Terranea Resort with an “Official Ambassador to Terranea” Klout Perk program.

Finally, MMGY positioned The Bungalows at Terranea as a leading destination resort with a world-class spa and wellness product by researching the audience and focusing on media coverage.

Terranea/Lexus Partnership

As part of Terranea’s PR strategy, MMGY built an exclusive partnership between the resort and Lexus, leveraging the world-class assets of Terranea with the awareness and exposure of the Lexus vehicle. The promotion included e-newsletters, vehicle decals, website partnership banners, as well as transportation to and from Terranea Resort. Since the promotion, Terranea has become the preferred hotel partner for Lexus in the Los Angeles and Orange County markets and the partnership continues to grow with extensions and new promotions.

Social Media Klout Campaign

MMGY developed a campaign and weekend event with a Klout Perk program. This campaign was designed to reward individuals for their measure of online influence. In just two days, the campaign reached 3.1 million Twitter users and generated 45 million social media impressions.

 

Results

Through story development and an aggressive media outreach campaign, MMGY was able to successfully draw attention to Terranea as a leading resort for travelers seeking luxury vacation destinations within the U.S. and an ideal nearby retreat for consumers within the resort’s regional feeder markets including Arizona, Utah and Texas.

News about Terranea, highlighting spa and wellness retreats; luxury coastal getaways; dining; golf and more, was featured in a number of national print and online publications including: Departures, Travel+Leisure, Robb Report Collection, Town & Country, Elite Traveler, Hemispheres, BlackBook, Forbes.com and Huffington Post. Regional placements included Dallas Morning News, FD Luxe, Arizona Foothills, So Scottsdale! among others. Supporting the resort’s large groups and meetings business, coverage was generated in top trade outlets such as: M&C: Meetings & Conventions, Successful Meetings and Meetings Focus.

National and regional/local coverage resulted in 3.75 billion in online media impressions, nearly 53 million in print impressions and more than $4.5 million in advertising equivalency value.

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