“Renewal Rediscovered” Campaign Wrap Up

Campaign Wrap Up Background Campaign Goal Target Customer Segment Campaign Initiative Results Key Takeaways

The Business Need Drive local feeder markets to Indian Wells Generate buzz surrounding the new website Promote golf, tennis, spa, and resorts Drive local feeder markets to Indian Wells

Campaign Flight Plan

The Campaign Promotion Duration Selling Points Campaign Target: Affluent locals, ages 45+ Luxury consumers Sweepstakes Prize Details: Free two-night stay Round of golf Spa treatment for two Duration February 2013 Selling Points Campaign highlighted: New Website Spa Golf Tennis Resorts

Target Customer Segment Age: 45+ Location: Local Feeder Markets Lifestyle: Luxury consumers

Campaign Goal Campaign Results Increase Website Visits by 25% Increase Unique Website Visitors by 15% Increase the email opt-in list for future marketing initiatives Campaign Results Website Visits: 14,049 (23% increase from last year) Unique Visitors: 12,285 (18% increase from last year) Email Opt-ins: 954 (63% opt-in rate)

Facebook Promoted Post Campaign Theme February is the month of renewal at Indian Wells where we will be sharing ways to begin your 2013 relaxed and refreshed with our Renewal Calendar. With a new year comes new beginnings. At Indian Wells, we believe that rejuvenation and renewal is key to bettering yourself in 2013. Renew at Indian Wells: Enter to Win a Free Vacation & Let Our New Look Inspire a New You Help us celebrate the launch of our new website and make the most of 2013 with tips, prizes, and endless ways to rediscover renewal at Indian Wells. Renewal Rediscovered Note: Option Layout One Facebook Custom Tab Custom Landing Page Facebook Promoted Post SEM Ad Copy

Campaign Initiatives

The Multi-Channel Campaign February 2013 eBlast SEM Facebook Custom Tab Blog Posts Banner Creative Adara Display Campaign Mobile Promotions Facebook Promoted Post Email Sweepstakes Custom Landing Page

Renewal Rediscovered Landing Page Key Results Page Views: 3,714 (9.5%) Daily Visitors: 2,564 (19.4%) Contest Results Entrants: 1,514 Email Opt-ins: 954 Email Opt-in Rate: 63%

Downloadable Desktop Wallpaper 2560 x 1140 and 1600 x 1200

Resolution Inspiration List

Low-Calorie Cocktail Recipes

Organic Blog Content

SMS Mobile Giveaways Key Results Mobile Giveaways Opt-in Rate: STYLEME: 89% BNPTIX: 79% IWSPA: 77% IWGOLF: 75%

Call-Outs to Features on New Website Website Features Key Results Click-throughs to Indian Wells Website: Special Offers: 38 Golf: 30 Our Resorts: 24 Spa: 20 Visual Gallery: 18 Resort Map: 14 Restaurants: 12 Tennis: 12

Targeted SEM Campaign Key Results Google Impressions: Renewal Rediscovered: 3,498 Renew at Indian Wells: 7,235 Google Clicks: Renewal Rediscovered: 35 Renew at Indian Wells: 132 Google CTR: Renewal Rediscovered: 1.00% Renew at Indian Wells: 1.82%

Promo eBlast 650 clicks 61 clicks Key Results Distinct Opens: 1,739 Open Rate: 11.81% Distinct Clicks: 706 Click-through Rate: 4.79% 650 clicks 61 clicks

Promo eBlast (Reminder) Key Results Distinct Opens: 2,354 Open Rate: 15.97% Distinct Clicks: 717 Click-through Rate: 4.87% 658 clicks 52 clicks

Promotional Facebook Custom Tab During the campaign flight, the Custom Tab was the second-most viewed tab.

Facebook Promoted Post 1,967 users reached 55 clicks, 3 bookings initiated 5.8% virality 74 Likes, 6 comments, 3 shares

Highlighted campaign selling points Banner Creative Highlighted campaign selling points 160 x 600

Directed site visitors to the campaign landing page Banner Creative 300 x 250 Directed site visitors to the campaign landing page

Increased brand awareness among a qualified audience Banner Creative Increased brand awareness among a qualified audience 728 x 90

Display Campaign Across Travel Websites 728x90 Southern California / Greater Palm Springs in Market and Retargeting Key Results Impressions: 665,856 Clicks: 634 CTR: 0.10% 300 x 250