CASE STUDY
Sheldon Chalet & Neiman Marcus
2020 Fantasy Gift Campaign
Objective:
Create brand awareness among a hyper targeted audience for Sheldon Chalet’s exclusive location in Denali National Park, Alaska and continue to share the history of the Don Sheldon Legacy.
Strategy:
As Covid slowed down travel in 2020 our goal was to target UHNW individuals in unique ways. Creating a partnership with Neiman Marcus for their 2020 Fantasy Gifts in their 94th Christmas Book opened the doors for a new audience of travelers interested in five star experiences and helped elevate the brand to another level of luxury.
Outcome:
Sheldon Chalet was the premier gift in the Travel Category as Neiman Marcus unveiled the 2020 Christmas Book, a curated selection of over 400 extraordinary holiday gifts for everyone on the customers' wish lists. Included in the 94th Edition of the Christmas Book are the legendary Neiman Marcus Fantasy Gifts, which define what luxury gifting means in a year unlike any other, while celebrating meaningful traditions and embracing new ones. The campaign also donated $10,000 to The Heart of Neiman Marcus Foundation, supporting Boys and Girls Clubs of America, and $5,000 to the Denali Education Center.
Success:
REYA was able to confirm Sheldon Chalet's participation at no marketing cost, which was a $90,000, while generating top quality media and consumer awareness. The Sheldon Chalet reported a 300% increase in sale for 2021.
Featured in...
Town & Country - Departures - Robb Report - Forbes - WWD
Dallas Morning News - Business Insider - Market Watch
Daily Mail - Pursuitist - Canadian Insider - NBC
Annual Christmas Book
The Neiman Marcus Christmas Book was delivered to 200k+ homes before the holidays and distributed in store.
Digital Campaign
The Fantasty Gifts campaign also lived digitally on Neiman Marcus' website and was supported by consumer emails, social media, and paid ads.
Media Outreach
Due to covid our press preview was held virtually, and allowed Sheldon Chalet to speak directly to the media. In attendance were 90+ top tier writers from the NY Times, WSJ, Bloomberg, Departures, Town & Country, Vogue, Travel + Leisure and more.
We distributed press releases through the wire, as well as through REYA's media database.
Media Coverage
As a result of our press preview and media relations, we garnered 2.5+ Million Impressions through 50+ media placement.
Social Media
REYA leveraged social amplification to raise awarenss of the campaign by promoting the media coverage through social media. This is an example of Forbes promoting the article via their IG Stories.
