Explore all the reasons to go #OffTheBeatenPath

Pinterest campaign drives luxury destination bookings on the east coast.

#OffTheBeatenPathPtown

For landmark and luxury hotel, Crowne Pointe Historic Inn & Spa, summertime has become synonymous with room sell outs. Bookings during Springtime, however, proved slow and stagnant. To combat this, we needed to change the behavior of the typical Ptown traveler from long summertime stays to short springtime getaways.

One of “Crowne Pointe’s most appealing factors is its central location to the town away from the commercial tourism. This would serve as the platform for what would become reasons to go #OffTheBeatenPath targeted at young, overworked couples living within a four-hour driving radius who we believed could use a break from their hectic lives.

We erected multiple Pinterest boards filled with hundreds of these “reasons” to experience Ptown as a local #OffTheBeatenPath. On social, we painted the picture of the relaxing and luxurious springtime getaway experience at the Crowne Pointe and its two in-house properties, The Shui Spa and The Pointe Restaurant.

The response was immediate. Bookings for the Crowne Pointe Historic Inn, the Shui Spa and The Pointe Restaurant spiked from the get go and continued to rise throughout the course of the campaign. Overall, the properties saw a 20% lift in bookings during its 2017 shoulder season, creating demand during an unexpected time of the year.