Situation
Hershey Entertainment and Resorts engaged AIR with a concrete list of goals: 1.) To enhance current marketing and sales efforts with better use of existing customer data. 2.) Gain insights from analytics and technology to support the generation of new business building ideas.
Solution
AIR deploys its proprietary Cyclone marketing technology to create a single view of Hershey’s customers including demographics, psychographics, value and loyalty for both leisure guests and group meetings customers. Armed with better insights into customers, integrated marketing and sales campaigns are deployed throughout the year which are designed to get new customers that look like Hershey’s best, keep them coming back and growing the awareness and trial of additional outlets beyond what was previously enjoyed during their last visit.
Results
Campaigns are measureable, effective, and have resulted in millions of dollars in incremental revenue annually for the destination.
