Starmark Creates Marketing Campaign for LXR’s ScoutAbout
August 8, 2012
LXR Luxury Resorts & Hotels junior guests are getting their adventure on with ScoutAbout, a kid-friendly social engagement program that Starmark rolled out to properties in the Caribbean and Florida.
The excursion inspires guests to explore participating LXR resorts in search of Points of Discovery (POD). The goal is to collect a unique colored wristband located at each POD, have each participant’s “completion card” added to the resort’s “Wall of Fame” and then share the experience on the property’s Facebook page.
The scavenger hunt was in its infancy at South Seas Captiva when LXR tapped Starmark to rename and expand it to multiple resorts. Starmark’s first step was to become immersed in each resort and determine the PODs. This was research intensive, as every POD (about 10-15 per resort) is specific to each property and local region. For example, at Key West’s Casa Marina, guests are told to seek out the century-old 750,000-gallon cistern system, and at El Conquistador Resort in Puerto Rico, the “hunt” is for Snowflake, the resident Umbrella Cockatoo. Each POD features a marker with an educational overview of that point.
“Our team dove right in and like sleuths learned everything they could about the resorts, uncovering unique facts and points of interest,” said Starmark President Jacqui Hartnett. “Who knew there is a rock by the Conrad Condado Plaza in Puerto Rico that locals say is a petrified dog that howls at night waiting for its seafaring owner to return?”
In less than a year that the program has been live, resorts have seen big jumps in Facebook fans…up to 34%!
“ScoutAbout has been a great addition to our activity offerings, bringing families together in search of fascinating sights within our resort village such as dolphins and manatees, as well as indigenous natural aspects of the island,” said South Seas Island Resort Regional Managing Director Richard Hayduk. “Time and again parents have shared with us their excitement to find their children learning while enjoying quality family time on property.”
ScoutAbout participating LXR resorts are South Seas Island Resort, Captiva, FL; Hilton Key Largo Resort, Key Largo, FL; El Conquistador Resort, Fajardo, PR; Buena Vista Palace Walt Disney World Resort, Orlando, FL; Casa Marina & The Reach Resort, Key West, FL; and Conrad Condado Plaza, San Juan, PR. Plans are underway to roll out the program to additional LXR resorts.