Exclusive Resorts members enjoy a very high-touch, personalized experience when at an Exclusive Resorts property, they need to mirror that experience in the digital ecosystem for acquiring membership and for current members, pre-stay and post-stay.
Exclusive Resorts is also targeting a very specific customer which makes acquisition and lead qualification a challenge.
The original public-facing site was built on a traditional website structure that was better suited for standard, transaction-based organizations. Users were expected to know what information they were interested in and navigate the site to a pre-determined destination. This was a sub-optimal experience when trying to gain commitment to a luxury vacation club.
- Create and launch new public site that’s aligned with mission and value of VIP travel where exceptional is the expectation and not the exception
- Provided design for separate members' site to be implemented on third-party platform
- Paid search targeting and creative messaging based on demographic data
- Paid social look-alikes and remarketing
- Audit, recommend, and implement analytics tagging for future optimization
The responsive site launched on time and on budget.