CASE STUDY: CULINARY EXPERIENCE
SERVING A FULL-COURSE CAMPAIGN
NEWPORT IN A BOX
It begins with an invitation
The challenge: impress planners who often receive gifts and promotions from destinations eager to host their groups.
The objective: deliver the Newport brand to the planner with the desired conversion goal of a site visit, and ideally, an RFP.
First step: send an exclusive invitation that's hard to ignore.
A FULL-COURSE EXPERIENCE
Destination Delivery
Once the initial invitation was sent, a series of branded culinary gift boxes were delivered to the planner's door every few weeks. Each box described a different destination strength: coastal-chic properties, exciting group activities, and gorgeous event venues.
ONE DELICIOUS DELIVERY
One box does not fit all.
Each box contained several small gifts with custom tags that spoke to the value of partnership with Visit Newport Beach. One item was reserved for the salesperson to handwrite a note to the planner (in this case, the recipe card listed the "ingredients" they knew their client required for an upcoming event).
THE FINAL COURSE
Your Table is Reserved.
After receiving 3 boxes, the fourth and final box contained an invitation for a customized site visit. Planners could choose from a "menu" of destination experiences: shopping, dining, and outdoor activities. The end result: A hugely positive response with a flurry of booked flights and the promise of RFPs to come.
A KEY INGREDIENT
Awarded the 2017 HOW Magazine In-House Design Merit Award , this unique collection of recipe cards served an ample portion of inspiration to planners craving meeting inspiration. Each card featured an illustrated favorite staff recipe. The reverse side contained information on a signature Newport Beach property. The card collection was bound in kitchen twine, tied with a branded tag, and presented with a beautiful wood cookbook stand.
