Caesars Pocono Resorts (CPR) made a name for itself as a destination for couples for 50 years, thanks in part to its Romance Concierge program that helps build romantic getaways, complete with champagne glass-shaped whirlpools.
But the resort wanted to expand by increasing new business, introducing the brand to younger couples, and continuing to promote itself as a romance expert.
“The obvious answer was [that] technology is the way to get them,” says Mark Saari, director of marketing for CPR. “It's an opportunity for us to talk to new people and... try to skew a little bit younger in our audience.”
By introducing a new microsite, AreYouRomantic.com, the company and AOR Eric Mower and Associates (EMA) launched a social networking campaign and brought its Romance Concierge to life online.
In addition to a blog, romance advice, and daily tips, the Web site hosts unique polls, such as the Sports Lovers poll, which found that 25% of men would give up sex so their favorite team could win the Super Bowl.
The polls were a way to not only reach customers, but also create story ideas to take to the media, including lifestyle, travel, and sports outlets. “Without being naughty, we can create a discussion that CPR can participate in,” says Chuck Beeler, director of social branding for EMA.
In addition to media coverage in outlets including The View, Sports Illustrated, and The Tonight Show with Jay Leno, Saari says the company saw more than 125,000 page views through September, and those led to reservations coming in through the microsite.
CPR is planning its Valentine's Day 2009 poll. Saari says the resort hopes the site will be able to support itself through the reservations it brings in by mid-2009.
PR team: Caesars Pocono Resorts (Lakeville, PA) and Eric Mower and Associates (Syracuse, NY)
Campaign: Are You Romantic?
Duration: February 2008-ongoing
Budget: $80,000 (February- September)