The goal of this campaign was to find a way to highlight the new homes that joined Natural Retreats portfolio in a manner that was both fresh and could be reused in the future. In looking at ways to connect these homes - all in different locations - I realized they were all high-end homes for their markets and were all incredibly well designed & decorated. I decided to go with that angle and create a blog that would be featured on their 'Travel Inspiration' landing page as well as a featured blog on each destination listed within. We also introduced these homes via an email and an accumulation of social posts.
I wanted the blog to not read like the home’s listing but rather touch on the details that made it stand out and the feeling it provided staying in these particular homes. The images were visual vignettes of the home and encourages readers to click on to tour the home via the listing.
For this email, I created a GIF that introduced a few of the homes. I teased in the blog and directed guests to read it via a large button and highlighted a few of the homes featured in the blog in the email itself. For each description I gave quick facts including a brief “What We Love” detail about each home.
The blog was then distributed on Instagram, Facebook and Twitter both organically and through some boosted posts. We AB tested various posts and audiences and found great success with people who had previously visited Natural Retreat’s website as well as new users who were interested in vacation rentals, luxury travel, and high end homes.