HSMAI Adrian Awards Winner: Canyon Ranch

Celebrating marketing in the hospitality and travel industry, the HSMAI Adrian Awards recently honored our organic and paid campaign work with wellness pioneer Canyon Ranch! Here’s a peek into the work behind the awards.

Partnering with Canyon Ranch has been nothing short of transformative, which is par for the course for this wellness pioneer. Beginning in 2020 and culminating in a revamped digital and social media presence in 2022 and 2023, FINE helped the wellness hospitality brand define its next phase—from brand vision and strategy to digital experience and digital marketing.

Our paid campaign won a gold Adrian Award for its approach to awareness building and conversion while our organic social campaign won a bronze Adrian Award for its efforts in solidifying Canyon Ranch’s refreshed brand identity and purpose.

The four major goals driving our paid and organic social media platform strategy included:

Engaging: Building active social audience relationships, content, and community around the brand purpose and promise “To Inspire Your Well Way of Life”

Expressing: Continuing to enhance premium luxury perception as a leader in wellness space, distinct from traditional resort/hospitality comp set.

Reaching: Recruiting diverse new segments to diversify audience composition, acquire new customers via social word-of-mouth.

Driving Traffic: Orchestrating deep links to key areas of specific interest within the website to attract, convert, and retain revenue-generating customers.

The central aim was to elevate organic engagement in owned digital marketing channels like social, to increase visibility and reach, which helped drive effectiveness of the paid and earned media to follow.

Here’s a look at some of the key metrics that drove ROI:

Organic Social Metrics

• 31% in cross-profile growth
• 62% increase in traffic from organic social
• 99% increase in impressions
• 114% increase in engagements

Paid Media Metrics

ROAS Ranges: +20-121% over historical average with new creative
Revenue: +75-143% over historical benchmarks with new creative
Bookings: +154% YOY
CVRs: +352% YOY

Learn more about the project here.