Palace Resorts

OBJECTIVES:
Dana was challenged to completely redesign the PalaceDifference.com site into an effective, attention-getting MICE-oriented sales tool that would attract and produce leads for the Palace MICE sales team. In addition to increasing the site’s functionality, responsiveness and optimization, the site needed to showcase the “wow factor” of Palace all-inclusive meetings and align with Palace’s overall brand standards—all while meeting an aggressive 14-week development phase.

ACTIONS:
To complement the Palace brand, Dana created the “Awe-Inclusive Meeting,” using this umbrella concept to develop brand pillars and content for the new site. Created with the meeting planner’s needs in mind, the site highlights benefits that are key to groups. Added functionality includes tools “Saved Ideas,” which lets planners save content to share or review at a later time. The responsive design also features multiple ways for planners to contact the sales team and request more information or an RFP, including customized requests like the “Personalize My Meeting” function. The same messaging and graphic look is also played out in email and banner ads, which drive target audiences to the website.

RESULTS:
The new website launched on time in mid-August 2015. Dana achieved the goal of creating a responsive, branded website that has quickly met with a positive reception from MICE planners. With functions like “Saved Ideas” and “Personalize Your Meeting,” the site helps MICE planners be in control of information and moves them more quickly through the booking process. Although the website has been live for only few months, it has already met goals set in Google Analytics for lead generation, delivering 148 leads, an increase of 87% over the same time period the previous year.