Stonefield Villa Resort

Case Study: Stonefield Villa Resort

Background

Nestled on a forested hillside overlooking a World Heritage Site on the island of St. Lucia, Stonefield Resort has one of the most incredible locations of any resort in the Caribbean. Yet, despite its attractive features, the resort has been somewhat of an underdog in the region’s exclusive vacation market, facing stiff competition from more glamorous, higher-priced neighbouring resorts.

Challenges

Stonefield came to us seeking an updated web presence and more robust digital marketing strategy. The most important questions for us were:

  1. How can we develop a more distinct brand identity for Stonefield Resort?
  2. How can we more effectively communicate the resort’s competitive advantages to online travel shoppers?
  3. How can we restructure the resort’s PPC strategy to increase quality traffic to resort website?
  4. How can we better engage with past and potential guests online and how can we leverage this engagement to increase online conversions?

Strategy

Beginning with brand discovery exercises, we worked to define the Stonefield Resort experience, which emphasizes wellness and an authentic experience of St. Lucian nature and culture, offering travelers a refreshing and better-value alternative to its more glitzy competitors. We used analytics and market research to narrow in on five types of guests most likely to be drawn to the Stonefield experience and developed a strategy for appealing to these demographics through website design, marketing messages, social media campaigns and targeted keywords for PPC and SEO.

100

Resort Engagement

300

Avg. Daily Bookings

663

New Reservations

Results

Following launch of the new Stonefield Resort website and restructuring of their PPC campaigns, there has been a threefold increase in average daily bookings received by the resort. The new website better reflects the Stonefield brand identity and better represents the resort experience with high-resolution images, uncluttered design and elegant, concise copy. By managing social media and review responses on behalf of the client, we have raised resort-side engagement to 100%, freeing up valuable time for management by responding to guest inquiries and reviews and acting upon insights gathered from guest feedback.

After learning that the resort had been host to cast and crew for ABC’s The Bachelor in 2014, we developed a Bachelor-themed wedding contest for the resort to build their email list and promote their highly-valued wedding services across social media channels and wedding publications.

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