COVID-19 communications plan

In March 2020, our flagship client with 50+ hotel properties across the country was facing an imploding market due to COVID-19. Bookings were cancelled. Budgets were slashed. Rules were different, not only from state to state but city to city. And stressed-out teams were trying to figure everything out on the fly.

We sprang into action, creating a multi-channel, multi-phased communications plan in just three days. Our goal was to support authentic messaging that was respectful of the rollercoaster of emotions we were riding together and responsive to a constantly evolving situation. Our timely and proactive plan served as the foundation for our client’s larger COVID-19 response.

each phase of the plan included

  • Messaging guidelines (voice and visuals)
  • Fully conceived creative examples across email, web, banner ads, social media and direct mail
  • Target audience recommendations

putting the plan into action: the road trip campaign

Phase three of our communications plan anticipated that people would be anxious to get away for a few days. That they would be uncomfortable traveling by air or more than a couple of hours from home. And that they would long for the simple vacations of their childhoods, AKA the classic summer road trip.

When it was time for phase three, we developed the road trip campaign, which included emails, banner ads, social media and blog content. Messaging resonated, and this portfolio-wide campaign delivered for our client, beating numbers from the previous eight quarters.

$7.3 million in total revenue | 33,000 room nights booked

Regional email
Blog post excerpt

Agency: HMA
AD: Alex Battaglia
My role: Messaging strategy, copy, creative direction