Terranea Resort, built in 2009 on a 102-acre private peninsula paradise, is part of the Destination Hotels collection. The luxury eco resort surrounded on three sides by the Pacific Ocean allows guests to escape the bustle of Los Angeles. Offering well-appointed rooms and suites as well as a collection of residential bungalows, casitas and villas, Terranea is also the backdrop to many Hollywood films and television shows.
Bringing a Brand to Life
The leadership at Terranea Resort wanted to accelerate its rapid growth and knew that producing authentic content was a key to bringing its brand to life. They engaged Moon Tide to develop, launch and operate a world-class digital presence aimed squarely at the passions of their guests. The result was TerraneaLife, a socially enabled website designed for the kind of deep engagement that brings guests a taste of Terranea wherever they are.
Crafting a Digital Footprint
Moon Tide developed a strategy to provide deep, ongoing client engagement to specific target audience segments. Through extensive exploration with the client, we developed an editorial strategy, content workflow, responsive-designed website and a detailed social media implementation that delivers the right audience on an ongoing basis. The proper mix of editorial, photography, film, and micro-content has resulted in engagement rates up to five times higher than previously achieved.
In the Pages of Terranea Magazine
Terranea Magazine, produced annually by Moon Tide since 2012, is the stunning in-room publication that is strategically placed in each room and in high profile locations around the resort. Celebrating the unique experience of a Terranea stay, the magazines are often taken home by guests helping the resort drive repeat visits.
With a key goal of supporting Terranea’s brand reputation, Moon Tide produces anywhere from 10-20 original short films each year for TerraneaLife. From concept to completion, our in-house team works hand-in-hand with the client to create engaging, story-based pieces that show the unique experiences that help set Terranea apart from its competitors. From Signature Moments guests can experience exclusively at Terranea, to establishing a historical and current perspective of the Palos Verdes Peninsula the resort calls home, the films are cinematic with gorgeous footage. They are distributed on Terranea’s social channels (Instagram, Facebook, Twitter, LinkedIn), they run on the in-house resort channel and they are used in native advertising.
It’s All in the Social Details
To increase awareness, Moon Tide architected a paid and organic social campaign on the platforms most frequented by high-end travelers. Moon Tide produced all elements of the campaign and merged them with Terranea’s already-robust social presence. Email was the final channel and the execution has led to open and click-through rates more than three times the industry averages.