NEW YORK (February 28, 2012) — KeyLime Cove® (www.keylimecove.com), Chicagoland’s largest indoor waterpark resort, was named the 2011 eMarketer of the Year at last night’s Adrian Awards gala in New York City. Awarded by TravelClick®, the leading provider of revenue-generating solutions for hotels, together with Hospitality Sales & Marketing Association International (HSMAI), eMarketer of the Year recognizes the hotel that best demonstrates success in attracting and converting guests through the web.  This year’s presentation gave a nod to the role of social media and the Twitter hashtag in digital marketing with an “#ILoveBookings” theme. In addition, TravelClick was recognized for excellence in digital marketing with 13 of its customers in HSMAI’s annual Adrian Awards competition.  With more than 1,000 entries, the program is the travel industry’s largest and most prestigious competition honoring outstanding achievements in advertising, public relations, and digital marketing.  

With a creative combination of online marketing featuring mobile and social media, KeyLime Cove was named eMarketer of the Year for using the latest technologies to communicate its brand value and build a connection with today’s new breed of “always on” consumer. A 414-room family resort, KeyLime Cove caters to its target guests with splash-filled indoor waterpark fun, an enchanted lagoon, interactive entertainment, and a luxury spa getaway for parents.

During 2011, KeyLime Cove launched a new mobile website, targeted preferred guests with display advertising, and expanded its search marketing capability.  To improve visibility, it contracted a featured position on TripAdvisor and to fill rooms in low occupancy periods, the resort engaged with flash sale partner Groupon.  KeyLime enhanced its print strategy with an online component by incorporating Quick Response (QR) codes into print advertising to drive mobile site traffic and text offer sign-ups. Its monthly text and email offers worked jointly with a Facebook ad campaign to boost fans and drive new bookings, resulting in a 10X increase in mobile bookings.  As a result of its digital marketing, KeyLime Cove grew direct bookings in 2011 and now generates 37 percent of its business from its website.

A focused remarketing banner ad campaign targeted consumers who had visited the KeyLime Cove website, but did not book. Retargeting those visitors as they traveled the web delivered 5 million qualified impressions with a click through rate of .19%, and converted more than 3,100 reservations, generating revenue just shy of one million dollars. 

“KeyLime Cove really understands how to engage with today’s ‘always connected’ consumer on their own terms, whether it’s over the web, by text message, email – or by post or tweet,” said Steve Zacks, Chief Marketing Officer at TravelClick. “Their digital innovation and creative promotions demonstrate a real understanding of  their deal-seeking guests.  We are thrilled to recognize KeyLime Cove for outstanding digital marketing.”  

KeyLime Cove’s entry received the winning score across the judging panel.  The 2011 eMarketer of the Year judges included Daniel Connolly, Senior Hotel and Lodging Analyst with PhoCusWright and Associate Professor of Hospitality Technology and e-Business at the University of Denver's Fritz Knoebel School of Hospitality Management; Glenn Haussman, Editor-in-Chief at Hotel Interactive Network and hospitality trend tracker;  and Tim Peter, Founder of Tim Peter & Associates, online marketing and e-commerce guru, and former brand hotelier managing over $2 billion in online revenue.

TravelClick is fortunate to work with these 13 hotel clients who received Adrian Awards for TravelClick-designed websites, GDS campaigns or social media work: