To begin, our team was tasked with developing a brand story for the Rosen Shingle Creek that would extend beyond basic collateral needs, with elements that live and breathe outside the resort’s doors.

Each piece told the unique tale of the hotel’s history, from the materials used to secure its spot in the Orlando skyline to the upscale details that demonstrate what the Rosen name stands for.

We created the compendium (in-room guide), the key packet, a sales kit, and an email campaign to support the grand opening. In addition, we developed a unified brand for the three convention hotels—Rosen Shingle Creek, Rosen Centre, and Rosen Plaza—exposing meeting planners to the Rosen message with more frequency, without budget increase.

Complementing the collateral, we developed a detailed media and messaging strategy to reach meeting planners in both the corporate and association fields via targeted trade publications, a teaser direct mail campaign, and an interactive email countdown that showcased the property’s unique features.

To measure success, we implemented unique 800 numbers, URLs, Google Analytics, and Webtrends, as well as evok’s own proprietary software for trend tracking. On the digital front, we developed bridge pages to direct search engine optimization and digital campaigns to target specific demographics, understanding vertical marketing was essential to our efforts.

Every marketing initiative our team developed for Rosen Shingle Creek was tracked and analyzed in real-time, letting us evaluate the initiative’s effectiveness against industry standards and adjust the program without delays to maximize results.

With aggressive sales goals, the grand opening campaign was considered a success at just under one million room nights. After reaching the pre-construction booking goal, Rosen Shingle Creek continued to exceed sales and awareness benchmarks.

In independent market surveys, Rosen Hotels and Resorts has ranked higher in consumer ad recognition than any other Central Florida hotel in the past three years. All Rosen properties rank in the top three organic web search engine results.

The unified branding of all three properties together has enabled the Rosen sales department to sell each property as a unique solution for their clients, rather than properties competing against each other.

Every marketing initiative evōk developed for Rosen had a tracking mechanism, which was gathered and analyzed for effectiveness.

It not only let us evaluate the marketing initiative’s effectiveness against industry standards, but also, allowed us to adjust the program in a “real-time” setting rather than months after the program’s run, thereby maximizing results throughout the initiative.