Last summer, in response to the BP Oil Spill and the lull in tourism, Sterling Resorts began a “Happy Hour” promotional campaign. This campaign countered the increasing number of cancellations and led them to win the Flagler Award, which recognizes outstanding tourism marketing on behalf of the Florida Commission on Tourism.
About the Award
A competition for the Flagler award is held in conjunction with the Annual Florida Governor’s Conference on Tourism This award is based on the pillars of creativity, innovation, vision, and commitment. The standout entry in the Flagler Awards is also awarded The Henry Award, which Sterling Resorts received. They were awarded top scores by five judges in the Direct Marketing segment. Sterling Resorts was competing against top competitors in areas like The Keys/Key West and St. Pete/Clearwater. The awards are open to all individuals, private businesses and not-for-profit organizations offering a product or service that promotes tourism to or within the state of Florida.
The Happy Hour Sale
The campaign involved a weekly email sent on Friday afternoons to offer exclusive savings to regional subscribers with time-sensitive offers. These offers were available at select Sterling properties located in Panama City Beach, 30-A, and Destin. They also used weekly Gulf updates and offered a ‘100% Clean Beach’ guarantee. The promotion was aimed at reassuring travelers and combating cancellations, similarly; it produced more then 2,600 inquiries and 300 reservations. This campaign generated $212,000 in revenue and provided for many vacation relationships to be built. The Happy Hour Sale was brought back this summer by popular demand.
About Sterling Resorts
Sterling Resorts is one of the leading vacation rental companies in the Southeast, a division of Encore Enterprises. They have over 20 condominium resorts in Panama City Beach, Destin, and 30-A. In Panama City Beach, they manage Laketown Wharf, Calypso Resort and Towers, Celadon Beach Resort, Emerald Beach Resort, Emerald Isle, Grand Panama, Ocean Villa, Majestic Beach Towers, Ocean Ritz Resort, Splash, Southwind, Reflections at Bay Point, Sterling Beach, Sterling Breeze, Sterling Reef, Sunrise Beach, Tropic Winds, Tidewater Beach Resort, and Twin Palms Resort.
Congratulations to Sterling Resorts and all of those involved in the Happy Hour Sale!Print Story