BMAC Buzz Q3

BMAC BUZZ

q3 Newsletter

Summer & Evergreen Leisure

• Summer Ad Campaign: Ended in August and featured our new leisure marketing creative campaign across paid social, paid search and YouTube resulting in:

+333%

68.6M

+35%

709k

Total Summer Ad Impressions

Total Site Visits

June-Sept Ad Impresssionsv. Jan-May

YouTube Performance v. Brand Benchmark

• Resort Summer Photo Shoots: Captured 100+ new photo and video assets of key water park features at Gaylord Texan Paradise Springs and JW Marriott San Antonio Hill Country River Bluff Water Experience. Assets integrated across key channels including web, social, reservations and resort pass.

• Summer Collaborations: Gaylord Rockies teamed up with more than 25 influencer and media partners, including Tomeka Jones, Emmy award-winning travel journalist and @gmcastro with over 2M followers for summer collaborations

So. Much. Christmas.

• Starting Channels for Christmas: Campaign launched early across key channels, including paid search, Meta, Pinterest, Snap, and first-time buys on Amazon Prime TV and TikTok. In September, it drove a 135% YoY increase in impressions and 24% more website visits.

• Limited Time Offers Success: Completed three of eight promotions (Labor Day, Grandparents Day, First Day of Fall), driving website traffic, keeping offerings top of mind, and testing marketing hooks. Results included:

1,464

815

2,482

Room Nights

ICE! Tickets

Bundled Tickets

• First Major Video Touchpoint for Christmas: Launched on Amazon Prime Video on Sept 30, featuring a behind-the-scenes look at the Making of ICE!—the first Marriott ad to run on this platform.

• Christmas Photo Shoot: Captured the childlike wonder of ICE! with images of guests of all ages bundled in blue parkas, which will be used across all ads and signage this season.
• ICE! Motorcoach Wrap: Gaylord Palms designed and produced a custom ICE! themed motorcoach wrap for guest transportation to and from local theme parks.

• JWHC Christmas Custom Site: Launched in July and highlighting the debut of ICE! and 11 Christmas activities, positioning the resort as a key Texas Hill Country holiday destination, resulting in more than 116k visits to date.

• Sponsorships: Executed a 2-year contract renewal with Lexus of Dallas for Gaylord Texan at $150K per year and secured new sponsor, Kendra Scott, at Gaylord Texan at $55K per year.

• ICE! Paid Social Campaign: Rolled out 680 unique assets for targeted ticket messaging, driving room bookings. To date, we've delivered 1,100 creative assets for Christmas.

• Christmas Partnership Page: Introduced to showcase partnership opportunities, boost potential interest and highlight successful brand metrics.

ICE! Announcement PR Highlights

Brand

Gaylord National

Gaylord Texan

Gaylord Opryland

JW Marriott Hill Country

Gaylord Rockies

Gaylord Palms

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Renovation & Growth

• Gaylord Pacific Model Room Photo Shoot: Captured new photos for use on the hotel website and collateral ahead of the Summer 2025 opening

• Gaylord Opryland Sports Bar Promotion: Finalized promotional signage and installed a modular sign frame to showcase renderings of the new Sports Bar or convention groups’ branding.

• JW Marriott Hill Country FIAMME Pizzeria Opening: Celebrated the grand opening in July with local media, influencers, live music, partner activations, and branded gifts
• M.com Renovation Tagging: Starting July 1 and running the next 12 months, Gaylord Rockies received a "Recently Renovated" tag on M.com, highlighting new resort features.

• Gaylord Palms Wayfinding Signage: Completed a resort-wide signage update to assist guests with wayfinding due to ongoing renovations.

Talent & Culture

• New BMAC Team Members!
• Andrea Jaikaran, Marketing Manager, JW Marriott San Antonio Hill Country
• Lillian Hyde, Marketing and PR Coordinator, Gaylord Opryland
• Pete Borum, Director of Marketing & Public Relations, Gaylord Pacific
• Katie Richardson, Marketing Manager (FLEX), Above Property
• Congratulations!
• Deanna Yi, Marketing and PR Coordinator, Gaylord National, successfully completed Marriott’s Elevate course this September.
• Tracy Devone, Brand Email Marketing Manager, was showcased in the August U.S. Shared Services HR Newsletter for the “Be Courageous” recognition for leading a successful security assessment to set up JWHC within the overall portfolio by bridging business and technical teams.
• Jared Porter, Brand Social Media Manager, earned the Accredited Public Relations (APR) credential and received his pin at the Public Relations Society of America (PRSA) Nashville Chapter Parthenon Awards in August.
• Mona Patel, Director of Digital Platforms & Strategy, spoke on the MarTech panel at the TiE Atlanta Commerce Connect 2024, covering the digital customer journey, personalization, data-driven marketing, and AI.
• Serve 360: In September, Nashville BMAC team members volunteered at Second Harvest Food Bank of Middle Tennessee sorting cold food for distribution.