01 — Project details
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.
02 — Creative process
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.
03 — Results
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.