Promoting a reward trip to the Grand Cayman Ritz Carlton oughta be a cakewalk. But the attendees had recently stayed at a five-star resort on Maui, and the prospect of another island trip wasn’t moving the needle. So we created a campaign highlighting how this trip would be an ultra-exclusive victory lap that could only be experienced on Grand Cayman.
The result? CHG set an all-time record for trip qualifiers. The ad community seemed keen on the campaign as well, as it was named Judge’s Choice at the ADDY’s and turned heads at the national competition.