Promoting Top Resort Experiences & Driving Qualified Referrals via Destination Signals
Discover how Destination Signals implemented a savvy new digital strategy to help one of Florida's star Gulf Coast attractions reach a new audience and drive more referrals.
One of the signature attractions in Crystal River, Florida, is the 50-year-old, 232-acre Plantation Resort on Crystal River. Aside from being one of the only spots in Florida where guests can legally swim alongside the region’s adorable manatees, the resort is also home to numerous attractions that entertain visitors of all ages and interests, including an 18-hole golf course, full-service spa, water activities such as kayaking, snorkeling, fishing and scalloping, and an assortment of delicious dining options.
Challenge
The Plantation had historically focused their efforts on print advertising, as well as the visitor guide opportunities made available to them by the Citrus County Visitors and Convention Bureau. In addition to these legacy methods that had yielded success, the resort was searching for a complementary digital strategy that would elevate their brand and introduce their thrilling on-site experiences and relaxing accommodations to more people.
Solution
Destination Signals worked with the Plantation and the Citrus County Visitors and Convention Bureau on a customized a sponsored content package where the community partner could elevate and promote the multiple facets of their resort to potential visitors, leveraging the high traffic volume of DiscoverCrystalRiverFL.com to lead to more referrals to the resort’s official website.
Destination Signals assembled a versatile, multi-faceted digital strategy that would allow The Plantation promote general awareness via sponsored placements on the Discover Crystal River homepage. The solution, which aligned with the VCB’s partner re-engagement efforts, also included more specific, targeted, and tailored placements for adventures, dining, and spa experiences on applicable content throughout the DMO’s website.
Destination Signals also identified an opportunity to add a more editorial, SEO-driven approach to this marketing strategy by collaborating with The Plantation on a sponsored blog highlighting to the Top Experiences at The Plantation.
Results
#1
Community Partner
700k+
Impressions
18k+
Referrals