Case Study · ResortPass · Hospitality & Travel
An earned-media launch that grew spa revenue 562% year over year.
ResortPass gives day access to hotel pools, spas and amenities without an overnight stay, a category Washington had never heard of. The brand had the product; the city had no idea it existed. We had one seasonal window to make the introduction.
This engagement was led by Anina Giannini before the launch of Anina Giannini Group.
- Client
- ResortPass
- Industry
- Hospitality & Travel
- Engagement
- Concentrated 30-day launch engagement
- Role
- Go-to-market strategy and earned media
- Services
- Strategic Communications · Media Relations · Brand Storytelling and Positioning
Go-to-Market
Timing as strategy
We built the go-to-market plan around winter demand and Travel Tuesday, so awareness and a commercial offer would land in the same breath. A launch engagement, not a retainer: one goal, one window, one story to place.
Earned First
Let credible voices make the introduction
Rather than buying attention, we earned it. A new category lands better when trusted third parties explain it, so media relations carried the launch, with creative shaping a winter narrative the press wanted to tell.
The Result
The city knew by January
Four earned placements in thirty days across broadcast, streaming, radio and online, including two FOX 5 segments, one a full Good Day DC feature. At campaign peak, spa booking revenue grew 562% year over year, cresting in the final month exactly as designed.
562%
Spa revenue growth, year over year
4
Earned placements in 30 days
- Two FOX 5 segments, including a full Good Day DC feature
- Launch aligned to Travel Tuesday demand
- DMV market entry achieved through earned media
- Broadcast, streaming, radio and online coverage
“The team was incredibly scrappy, securing earned media attention and partnerships. Dramatic year-over-year growth with engagement surpassing expectations.”
Nicole Maddern, VP of Marketing, ResortPass
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