Procreation Vacation
Won 2006 HSMAI Best of Show and Platinum Awards
Print Coverage
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Television Coverage
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Situational Analysis
The couples market is extremely important to three members of Starwood’s Caribbean cluster: Martineau Bay Resort & Spa (MB), The Westin Grand Bahama Island Our Lucaya Resort (WGB), and The Westin St. John Resort & Villas (WSJ). Our goal was to create a novel program for this market that would garner significant media coverage while reinforcing Starwood and the properties as trendsetters in tune with modern life.
Creative Tactic
Upon learning that that the housekeepers at the WSJ property believe that pumpkin soup for women and sea moss for men enhances fertility, Quinn & Co. Public Relations created Procreation Vacation, which consisted of: unlimited servings of pumpkin soup and sea moss elixir; a couples massage with aromatherapy (believed to regulate fertility cycles) and reflexology (known to boost virility); and a romantic dinner.
Results
Coverage to date includes The Associated Press (picked up by more than 300 media outlets), CNN.com, USA Today (2x), Washington Post, New York Daily News, Houston Chronicle, Newsday, Delta Sky, Dallas Morning News, Travel + Leisure, Prevention, Conceive, American Baby as well as top newspapers worldwide
including the UK, Canada, Japan, India, etc.
Broadcast coverage exceeds 50 segments including CNN, CNN Headline News, Fox News Channel, “The View,” “Live with Regis & Kelly,” “The Tonight Show with Jay Leno,” ESPN’s “Pardon the Interruption,” “Geraldo at Large,” KABC-TV Eyewitness News/Los Angeles, WGN News/Chicago, CBS-2 News/Chicago,
News on the Hour/CBS Radio Network.
Procreation Vacation was the subject of a 2:35 segment on “Inside Edition,” which is nationally syndicated to 184 U.S. markets. The show highlighted the most impressive “result” of the campaign—a couple that conceived a child on their Procreation Vacation to WGB. Within 24 hours, WGB received 17 booking inquiries.
Budget
With costs of only $250 and media coverage with an advertising value well in excess of $2.5 million, the return on investment for the travel PR campaign (not including broadcast) is 10,000:1.
