Nickelodeon Hotels & Resorts Punta Cana Boosting Nickelodeon Hotels & Resorts Bookings Year-Round
With luxury resorts on the sunny beaches of the Caribbean, Nickelodeon Hotels & Resorts, has an offering that’s always in season. Yet, like any travel destination, managing the ebb and flow of family travel can require some creative solutions.
Starmark had already created a brand campaign to launch Nickelodeon’s first 5-star resort offering in the Caribbean, Nickelodeon Hotels & Resorts Punta Cana, as well as an individual brand identity for each of the 10 food and beverage offerings.
What they needed next was marketing that would ensure Nickelodeon Hotels & Resorts Punta Cana and Nickelodeon Hotels & Resorts Riviera Maya met their occupancy goals during two key family travel periods — summer and the holidays. To achieve this we created full 360° marketing campaigns for consumer and trade. The respective campaigns featured the whimsy and energy of the Nickelodeon brand brought to life through concepts that fit naturally within the season.
Jumping Jellyfish! Is It Summer Already?
With the abundance of travel and resort options in the summer vacation landscape, Nickelodeon Hotels & Resorts needed to differentiate itself from other offerings. At the same time, we needed to appeal to past guests who may look elsewhere for new sights and experiences. Nickelodeon Hotels & Resorts Punta Cana and Nickelodeon Hotels & Resorts Riviera Maya invited families to discover a brand-new experience that would immerse their entire summer getaway in SpongeBob SquarePants-themed activities and events. Thus, Summer of SpongeBob was born.
For the inaugural Summer of SpongeBob, a brand-new offering with a special rate and value proposition, it was critical to approach prospects with assets that conveyed the excitement and uniqueness of the activation and continue that energy throughout every touchpoint. To bring the Summer of SpongeBob to life, the Starmark team created a full array of vibrant and colorful marketing materials with the iconic SpongeBob at the center, supported by beautiful imagery of both Nickelodeon Hotels & Resorts Punta Cana and Nickelodeon Hotels & Resorts Riviera Maya. Animated YouTube bumper ads, digital banner ads, emails and promotional tiles on the resort websites clicked through to a custom landing page that described all the fun ahead, from signature activities to selfie spots with #SPONGEBOBVIBES. To be inclusive of all markets, assets were created in English and Spanish. The audience remained the same: travel trade and high HHI consumers from the US, LATAM, Mexico, the Dominican Republic and Brazil. Yet, the limited time offering of Summer of SpongeBob — May 27 to September 7 — changed the conversation, inspiring urgency and FOMO.
Reeling in Guests with “Green” Friday and Holiday Marketing
During the cold winter months, we ensured Nickelodeon Hotels & Resorts made a splash with our own slime-inspired twist. We knew everyone would be watching the internet in the weeks leading up to Thanksgiving for Black Friday deals. We created emails and digital banners ads that drove consumers to a landing page, all of which leveraged Nickelodeon’s iconic slime to create a shopping holiday we could own: Green Friday.
For the month of December, Starmark transitioned our winter marketing efforts to the heart of Manhattan with a billboard in Times Square. The :15 ad cut through the winter cold of Times Square with the warm familiarity of SpongeBob unwrapping a colorful gift to reveal a happy family arriving at the resort’s signature Pineapple Village. This strategic buy brought Nickelodeon Hotels & Resorts to a media sweet spot that provides 1.5 million daily impressions, approximately 330,000 visitors a day and peak pedestrian counts exceeding 460,000.
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