The Islamorada Resort Company (comprised of Amara Cay Resort, Pelican Cove Resort & Marina, Postcard Inn Beach Resort and Marina and La Siesta Resort) turned to The Dana Agency to relaunch the four Florida Keys properties as the leading, premier destinations in Islamorada for leisure and weddings. On top of their priority list was the launch of the newly revamped Amara Cay Resort.
The Dana Agency successfully reintroduced Amara Cay Resort to locals in the Florida Keys, regional and national travel/hospitality media, and Miami and the Florida Keys’ most influential socialites and decision makers by staging an elaborate grand opening beachside soiree under the stars followed by a weekend experience throughout Islamorada.
Our three-day, comprehensive campaign included an upscale oceanfront celebration for hundreds of guests and media; followed by a fine dining experience at the resort’s Italian restaurant Oltremare and a private VIP cocktail reception at the hotel’s tropical bar for the nation’s top travel journalists.
Thanks to our partnership with international music sensation Pitbull, we piggybacked the launch of his new CD onto our Amara Cay cocktail reception to generate additional buzz. The weekend experience also included outdoor activities and watersports – like snorkeling and fishing – hosted across all Islamorada Resort Company properties. In addition, we brokered strategic partnerships for Amara Cay with Warren Henry Automotive Group as well as Toyota and Cadillac to provide complimentary ground transportation for traveling journalists.
Every detail was accounted for, from a ceremonial conch blowing to boxed invitations with custom branded sunglasses, floating light up pool balls, a custom flip-flop station and live entertainment. We also coordinated the accommodation and transportation for every journalists staying at the resort, including daily shuttle service between activities and locations. To top off each night, we arranged for daily gift deliveries including “sun survival bags” and branded chocolates we secured from another Dana Agency client, Norman Love Confections.
The introduction of the “Floribbean” paradise that is Amara Cay Resort resulted in more than 80 online articles, 30 broadcast TV and radio interviews, and 40 print placements. Not to mention, once media and locals saw the renovated property, they took it to social media to share, building buzz among their communities.
Through our campaign not only did we increase overall property awareness for the newly re-positioned Amara Cay Resort, but also for Islamorada Resort Company’s portfolio of hotels in the Florida Keys by touting all new amenities and facilities while celebrating the brand prominence in the destination, collectively and individually.