In an effort to elevate St. Eugene Resort's brand visibility and drive new customer engagement, I spearheaded a strategic initiative to introduce television advertising into our marketing mix. This project was made possible by securing a grant through Indigenous Tourism, specifically designated for innovative marketing strategies. Upon approval, the grant provided the necessary funding to execute a comprehensive TV advertising campaign targeting key markets in the Interior of British Columbia and Calgary, Alberta.
The cornerstone of this initiative was a collaboration with Corus Entertainment, a leader in multimedia advertising. Together, we launched a campaign on Global TV, designed to showcase St. Eugene Resort’s unique offerings to a broad and diverse audience. This strategic approach aligned perfectly with our goal of increasing brand recognition and encouraging visits to our resort.
The creative process for the 30-second television ad was both meticulous and innovative. Leveraging an extensive archive of high-quality footage collected over the years, I carefully curated scenes that highlighted the full spectrum of St. Eugene Resort’s amenities. The final video was a cohesive narrative showcasing:
Hotel Accommodations: Capturing the charm and comfort of our rooms and suites.
Golf Course: Featuring the lush greens and picturesque surroundings of our award-winning golf course.
Casino of the Rockies: Showcasing the excitement and sophistication of our gaming experience.
Ktunaxa Culture: Integrating elements of Indigenous culture, which are central to our brand identity.
By weaving these components together, the ad communicated the all-encompassing experience St. Eugene Resort offers, from leisure and recreation to cultural enrichment.
To maximize the campaign’s reach and engagement, I negotiated a partnership with Corus Entertainment to include a "Stay and Play" giveaway. This incentive not only extended the airtime of our ad but also generated buzz and drove participation, creating an additional touchpoint with potential guests.
The TV advertising campaign achieved several key objectives:
Increased Brand Awareness: The ad successfully introduced St. Eugene Resort to new audiences in our target regions, positioning the resort as a premier destination for relaxation, recreation, and cultural experiences.
Engagement and Interest: The "Stay and Play" giveaway attracted significant participation, fostering a sense of connection and excitement around the resort.
Market Penetration: Targeting the Interior of BC and Calgary markets ensured that we reached both local travellers and urban audiences, expanding our customer base.
Grant Utilization: The funding secured through Indigenous Tourism was effectively utilized, demonstrating a strong return on investment and paving the way for future funding opportunities.