Missing Piece Marketing

Statement of Communication

Woodmark Hotel entered the 2024 holiday season with the goal of creating excellence by positioning the property as Lake Washington’s premier holiday destination. In a competitive Seattle market where holiday programming is abundant, the hotel sought to stand out through an integrated campaign that celebrated signature experiences, generated community connection, and translated social visibility into measurable business impact.

The campaign set ambitious benchmarks across digital platforms, with objectives including follower growth of 1.5% in December, a 40% year-over-year lift in reach, and a 20% increase in impressions compared to 2023. Engagement goals focused on increasing interactions through shares, comments, and saves, alongside a 20% increase in link clicks and a 1.5% lift in story link clicks. To deepen participation, the hotel relaunched its 12 Days of Giveaways activation, designed to drive engagement, shares, and traffic while reinforcing loyalty during the holiday season

On-property goals were equally important, with holiday activations and spa promotions serving as central drivers. Objectives included selling out the legacy Santa Brunch, achieving a 50% increase in event page clicks compared to monthly averages, and boosting holiday spa gift sales. To extend reach beyond owned channels, Woodmark set influencer and partnership targets: securing at least three creators producing five posts, 15,000 impressions, and 1,500 engagements, and executing a cross-promotional partnership with Argosy Cruises to highlight the hotel’s waterfront vantage point for the Holiday Ships event. Complementing these efforts, the holiday email campaign was tasked with achieving a 3% click-through rate while driving incremental traffic and conversions.

Together, these goals were designed to showcase Woodmark as a hub of holiday celebration, build awareness, engagement, and guest participation while ensuring measurable returns across both brand visibility and seasonal revenue.