Road to 165

Hearts & Science

Client: Atlantis The Royal

Atlantis had just launched their ATR (Atlantis The Royal) property where they allocated a significant amount of money on a highly prominent celebrity performance to enhance brand visibility and drive momentum. The performance successfully amplified PR coverage, website traffic, and online engagement during the launch phase. However, the anticipated boost in sales post-launch did not materialize once the property was open to the public a month later. Recognizing the need for Atlantis to maintain a specific amount of occupancy every day for them to hit their forecasted sales target, we developed a methodology that allowed us to translate business objectives into media metrics. Once the media KPIs were set, we refined our media tactics to meet the set objectives based on a hypothesis of current brand performance and potential opportunity across different markets. We successfully boosted overall resort occupancy, demonstrating the power of aligning media initiatives with core business objectives.