Marketing
Revenue-Driven Event Marketing
A multi-channel campaign that repositioned two New Year’s Eve experiences, clarified the customer journey, and drove significant year-over-year revenue and attendance growth.
Client :
The Arlington Resort Hotel & Spa
Applications :
Campaign Strategy, Creative Direction, Integrated Marketing
Overview :
Every New Year’s Eve, The Arlington Resort Hotel & Spa promotes multiple experiences, including a formal Gala, Festival, dining, bar promotions, and room packages. As the event grew, the customer journey became harder to understand and the experiences lacked clear differentiation.
The Approach :
I repositioned the Gala and Festival as two distinct experiences, giving each its own visual identity, messaging, and target audience. Working with leadership, I helped shape positioning and audience segmentation before leading the creative across digital, print, email, social, web, and on-property touchpoints.
The goal was simple: make the choices clearer for guests while giving each experience a stronger reason to buy.
Results :
52–56% year-over-year revenue growth
21–33% increase in Gala and Festival attendance
600+ annual attendees
Clearer positioning across the full New Year’s Eve customer journey
Marketing
Revenue-Driven Event Marketing
A multi-channel campaign that repositioned two New Year’s Eve experiences, clarified the customer journey, and drove significant year-over-year revenue and attendance growth.
Client :
The Arlington Resort Hotel & Spa
Applications :
Campaign Strategy, Creative Direction, Integrated Marketing
Overview :
Every New Year’s Eve, The Arlington Resort Hotel & Spa promotes multiple experiences, including a formal Gala, Festival, dining, bar promotions, and room packages. As the event grew, the customer journey became harder to understand and the experiences lacked clear differentiation.
The Approach :
I repositioned the Gala and Festival as two distinct experiences, giving each its own visual identity, messaging, and target audience. Working with leadership, I helped shape positioning and audience segmentation before leading the creative across digital, print, email, social, web, and on-property touchpoints.
The goal was simple: make the choices clearer for guests while giving each experience a stronger reason to buy.
Results :
52–56% year-over-year revenue growth
21–33% increase in Gala and Festival attendance
600+ annual attendees
Clearer positioning across the full New Year’s Eve customer journey
Marketing
Revenue-Driven Event Marketing
A multi-channel campaign that repositioned two New Year’s Eve experiences, clarified the customer journey, and drove significant year-over-year revenue and attendance growth.
Client :
The Arlington Resort Hotel & Spa
Applications :
Campaign Strategy, Creative Direction, Integrated Marketing
Overview :
Every New Year’s Eve, The Arlington Resort Hotel & Spa promotes multiple experiences, including a formal Gala, Festival, dining, bar promotions, and room packages. As the event grew, the customer journey became harder to understand and the experiences lacked clear differentiation.
The Approach :
I repositioned the Gala and Festival as two distinct experiences, giving each its own visual identity, messaging, and target audience. Working with leadership, I helped shape positioning and audience segmentation before leading the creative across digital, print, email, social, web, and on-property touchpoints.
The goal was simple: make the choices clearer for guests while giving each experience a stronger reason to buy.
Results :
52–56% year-over-year revenue growth
21–33% increase in Gala and Festival attendance
600+ annual attendees
Clearer positioning across the full New Year’s Eve customer journey