Nemacolin Woodlands Resort – The Bachelorette
Nemacolin Woodlands Resort
Nemacolin wanted to make a big impression on The Bachelorette.
When Nemacolin was chosen as one of the locations for an episode of ABC’s hit show, the Bachelorette, they asked us to propose a media plan that maximized their exposure to a global audience.
We married a major TV buy with a targeted digital plan.
Weddings and romantic getaways are big revenue drivers for Nemacolin, so we developed a multi-market integrated advertising approach to reach millions of fans of the show with package offers. Spot TV was placed in major markets within driving distance of the resort – New York, Philadelphia, Washington D.C., Chicago, Pittsburgh and Cleveland. Paid spots aired on episodes leading up to the Nemacolin show tagged with “The Bachelorette Romance Package” and digital banners were placed on ABC’s affiliate websites. We also negotiated value-add promos worth more than $1.3 million and expanded the buy to next-day coverage on Good Morning America and Live with Kelly and Michael. As a result, the resort had a 375% increase over normal daily web traffic and out-of-market bookings were up 193% over the previous year.