#OffTheBeatenPath Social Media Campaign

Pinterest campaign drives luxury destination bookings on the east coast

Explore all the reasons to go #OffTheBeatenPath

For Crowne Pointe Historic Inn & Spa, the landmark and luxury hotel of Provincetown, Mass., summertime has become synonymous with room sell outs. With spring as the off-season for the tip of Cape Cod, we needed our bookings to move from long summertime stays to short springtime getaways.

Crowne Pointe is located in the center of Ptown, away from the commercial tourism. This enticing location would serve as the basis for reasons to go #OffTheBeatenPath. The social media and digital campaign targeted young, overworked couples who could use a break from their hectic lives.

For our guests with wanderlust, we designed various sharable Pinterest boards filled with hundreds of reasons to experience Ptown #OffTheBeatenPath as a true local. Using Facebook, Instagram, and Twitter, we painted the picture of the relaxing and remote experiences available at the Crowne Pointe and its two in-house properties, The Shui Spa and The Pointe Restaurant.

Travelers responded instantly. Bookings for all three properties spiked and continued to rise throughout the course of the campaign. Overall, the Crowne Pointe Historic Inn, the Shui Spa and The Pointe Restaurant saw a 20% lift in bookings during its 2017 shoulder season due to couples who dreamed of traveling #OffTheBeatenPath.

% lift in bookings