6.1.08
Dana Communications Launches Kiawahmoments.com
In June 2008, Dana Communications launched a groundbreaking interactive website for one of its newest clients, Kiawah Island. KiawahMoments.com marks big steps in bringing Dana’s travel and hospitality clients to a new level of capability in the realm of social marketing and online media.
The site is an important aspect of a campaign designed to market two distinct entities: Kiawah Island Golf Resort and Kiawah Island Real Estate. Dana’s challenge was to meet diverse marketing goals—from attracting leisure guests to supporting luxury real estate sales—with a campaign that seamlessly promotes one destination. Dana developed KiawahMoments.com to integrate a social marketing forum into the campaign and reach a wide audience of Kiawah’s target consumers.
The Island’s spectacular beauty inspires the campaign as a whole, using breathtaking photography to show how nature enhances vacation and lifestyle experiences. The “Capture Your Kiawah Moment” theme portrays a memorable experience, begins to tell a story and prompts readers to visit KiawahMoments.com for the rest of the story. The engaging, interactive site showcases videos, photos and blogs, inviting users to upload and share their Kiawah Moments.
As the US economy faces continuous struggle, the advertising industry is looking for newer, more cost-effective ways of reaching consumers. With statistics showing that already about 50% of travelers use online social media in some way to research their plans, advertisers and marketers are pressed to take advantage of the emerging opportunities this new media presents. Social networking, or word-of-mouth advertising, is becoming key to staying on the leading edge of communication between advertisers and consumers, as it allows for a more credible, widespread message.
Recognizing the importance of this revolutionary pattern in the hospitality and travel industry, Dana created KiawahMoments.com to provide travelers not only with resources for important resort and real estate information but also with personal touches that enable them to relate to existing customers’ experiences.
Features:
- Share your Kiawah Moment, where visitors can upload videos, photos and stories to contribute their memories, lending credibility to the pleasures of Kiawah
- Links to websites for the Resort and Real Estate, so prospective customers can learn more about what Kiawah offers and make a vacation reservation or see real estate opportunities
- Opportunities to join the Kiawah email list, to help build customer databases for lead prospecting
- Option to share with a friend, to further encourage the viral nature of the site
Social marketing is a building trend of Web 2.0, an evolution of Web applications enabling users to communicate with the masses. With the launch of KiawahMoments.com, Dana Communications recognizes that a company’s online presence is its “story” and that taking advantage of social marketing at every advancing opportunity is critical to getting Kiawah Island’s story out there.
Visit KiawahMoments.com
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