Posh Pads offers luxury vacation rentals in bucolic Litchfield County, where celebrities and urban families alike escape the city and bask in the laid-back country lifestyle. Our client, a seasoned hotelier, is one of the largest residential property owners in Litchfield County with 15 luxury country properties available for long- and short-term rental. We were brought on board to refresh and re-energize digital communications and create new campaigns to elevate this luxury brand.
The most pressing challenge was to increase occupancy rates at the properties, with a specific focus on attracting guests during non-peak seasons. The ultimate business challenge was to create compelling campaigns to fill all 15 properties consistently with both new and returning guests to avoid the off-season lulls common to the industry. Another key challenge was to improve the caliber of branding and communications to better reflect the luxurious nature of the properties and stand out in the crowded rental market in this popular tourism destination.
Our approach was focus on the total luxury experience by featuring the elevated lifestyle and attention to detail at each property, as well as the curated tourism opportunities in the area. We focused on big and bold imagery that reflects the properties – perfect architectural details, exquisite rooms, and thoughtful sumptuous amenities. Our concept focused on creating a memorable vacation experience – more than just a place to stay.
The new campaigns reflect the luxurious experience to be enjoyed at Posh Pads properties. Refreshed branding, quality photography, and improved storytelling elevate the communications to make a lasting impression on potential guests. We increased the frequency of digital campaigns, with fresh imagery and editorial content.
We introduced seasonally focused editorial content and imagery to encourage year-round bookings. We added e-mail campaigns targeted to specific audiences of guests, referrers such as realtors, and other key influencers. Enthusiastic testimonial quotes from past guests provide a compelling case and immediate call to action to “book now!”
After the new campaigns were launched, our client has reported full occupancy for key holidays and weekend rentals. Increases have been reported for both repeat and new business. Reporting from the campaigns has indicated much higher than average results. Average campaign results have been 30% open rate and 4% click rate. When compared to industry rates 20% open rate and 2% click rate, our campaigns for Posh Pads achieve substantially better results on a consistent basis. And from a qualitative point of view, past guests have reached out to Posh Pads with enthusiastic comments on the new look of the email communications.
Email Open Rate
“Thanks SandorMax! Every time you send your perfect e-mail campaigns for Posh Pads, I get immediate inquiries as I am today. We will rent out fully for New Year’s Eve and Christmas. Happy Holidays!”
— Stephen Brighenti, President