Best Hotel And Lodging Social Media Campaign

Pink Shell Beach Resort & Marina launched a hyper-targeted social influencer campaign to establish itself as the premier family resort in Fort Myers. The goals included building brand awareness, generating authentic content of family activities, and driving engagement.


The campaign selected mid-tier travel influencer Emily (@amomexplores), a Midwestern family travel specialist with 117K followers, to create content based on a four-day itinerary. Paid social amplification via Meta Partner ads boosted Emily's 21 assets to strategic fly and drive markets (like Atlanta, Boston, NYC) targeting affluent families during prime summer booking weeks.


The short, one-month campaign surpassed expectations, validating the hypothesis that hyper-targeted content drives action. Digital results included 660K organic and 524K paid impressions, 1.3M total views, and 13K link clicks at a low $0.26 CPC. Notably, the 2.5% Click-Through Rate (CTR) was significantly above the 0.9% industry average. The campaign attributed $13K in direct bookings and generated additional, high-performing content leveraged on Pink Shell's owned social channels, setting a replicable model for future content creator programs.

Contributors:

Account Director, Miles Partnership:	Kathrin Poetter
Campaign Manager, Creator Partnerships & Marketing, Miles Partnership:	Annika Knutsen
Paid Media Analyst, Miles Partnership:	Cara Bettinger
Account Manager, Miles Partnership:	Andrea Valentini
President, Pink Shell Beach Resort & Marina:	Bill Waichulis
Revenue Director, Pink Shell Beach Resort & Marina:	Katja Kunz
Marketing Manager, Pink Shell Beach Resort & Marina:	Matt Santoro
Reservations Director, Pink Shell Beach Resort & Marina:	Gina Santoro

MILES PARTNERSHIP

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.