Melia Punta Cana

INTRODUCTION

Melia Punta Cana hired Wellness Marketing Limited to develop wellness retreats for their brand in the Dominican Republic. Melia worked prior to our relationship to develop a very targeted campaign of events and retreats at the resort in-house. They reached out to our team due to low attendance and very little awareness for these events that took months to develop. They were interested in running retreats at their resort to enhance their wellness offerings.

Our team was hired to do six retreats within a year span of time. This is a case study on the first retreat we ran and what the results entailed. WML’s wellness retreat program is designed to generate revenue for our resorts, create a PR and social media buzz and to develop a well-attended program that enhances the resorts current wellness offerings.

OPPORTUNITY

Our team really started to understand the trend in sobriety as a healthier lifestyle. We reached out to Megan Wilcox; head of a tribe called Sobah Sistahs. We found several sobriety leaders, but realized there was something special about Megan. Her vulnerability on the negative effects that alcohol brought to her life made her followers feel compelled to take advice from her – someone who has been through divorce and was now thriving in a more positive lifestyle. We set up Megan’s retreat at Melia and Megan took our advice and was diligent on her outreach to her followers. She was pleased to attract more than 14 paying guests on her first official retreat with us.

OUTCOME

Not only was the retreat well-attended and a great success, the social media and public relations benefits were unmatched. Due to the subject matter – sobriety is increasing in popularity and communities are being formed across the globe of like-minded people who are looking or an alternative lifestyle and in alignment with more healthy goals. The media was very interested in this topic as well and the growth of these sober communities. Megan’s tribe (Sobah Sistahs) is a very engaged group of women that are all going through similar struggles and looked to her for guidance on how to lead a sober lifestyle. All 14 women enjoyed the well-planned itinerary as well as the new communities they formed during this event.

RESULTS

More than 6 million public relations impressions were generated from this campaign that featured Megan Wilcox on her sobriety journey and her retreat at Melia Punta Cana. This retreat generated more than $31,200 in revenue for the hotel, hosting 14 guests who all stayed extra nights and enjoyed multiple spa treatments. All of this revenue would not have happened without WML and this one retreat that we organized and implemented.

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