Ibis Golf and Country Club

OVERVIEW:

Surrounded by breathtaking scenery and natural wonders, Ibis Golf and Country Club in West Palm Beach, FL, offers something for everyone: world-class recreation, fine dining, entertainment and more. The club sought to reach a target audience of upscale consumers aged 55 and over to consider buying a home on the grounds or a club membership. Working with Effectv, it developed a multi-screen marketing plan to showcase the unique lifestyle it could offer.

STRATEGY:

To maximize its media investment, and deliver the most impressions to its target audience, Ibis Golf and Country Club took advantage of Effectv’s ability to spread television advertising across a variety of mass-appeal and niche television networks and across time periods. Digital advertising added reach and frequency with banner advertising on Xfinity.com, reinforcing the campaign’s overarching themes of the one-of-a-kind experience available to members and homeowners. Ibis Golf and Country Club geographically targeted its multi-screen advertising to focus on reaching local audiences in the West Palm Beach and Palm Beach sales zones. It also took advantage of the desire of some south Florida residents to “migrate” (a bit) north by advertising in the Boca Raton sales zone, home to a high concentration of those upscale consumers the club sought.

SUCCESS:

The Ibis Golf and Country Club’s multi-screen marketing campaign delivered impressive results across multiple metrics: leads (for both real estate and membership) increased 32.5% across all channels year over year; home sales increased 6%; membership sales increased 22%; and new-visitor website traffic increased 7.9%.

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