Challenge

Travel Marketing agency Miles Partnership was tasked with enticing snow-bound Midwesterners to consider Florida’s Pink Shell Resort & Marina for their winter getaway. The challenge? Stand out in the crowded hospitality market by reaching audiences precisely when the chill hit hardest — and inspire instant vacation dreams.

Background

Miles Partnership leveraged WeatherAds to power dynamic weather-driven marketing for Pink Shell Resort & Marina by deploying tailored ads that only appeared when the audience’s local weather conditions turned wintry. The campaign targeted key Midwest states — Ohio, Illinois, Michigan, and Indiana — across Meta Ads (Facebook & Instagram).

The team created ad sets for specific cities, with creative referencing snow and cloudy skies and a direct call to action to escape to the sun and sand of Fort Myers Beach. With WeatherAds, single-city automations triggered when local temperatures dropped to 32°F or when cloudy weather hit, ensuring maximum relevancy and impact.

Objective

• Increasing brand awareness among the target audience

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Results

The weather-targeted approach achieved outstanding results, driving traffic to the Pink Shell website at an impressively low cost of $0.75 per landing page view. The unique ad format captured traveller interest at the perfect moment — when the desire to trade snow for sun was at its peak.

Miles Partnership also implemented retargeting for users who didn’t book initially, enticing them back with special offers. Both the agency and Pink Shell noted the creative’s strong performance and novelty value. According to Cara, “The client was very pleased with this and was impressed at the results.”

Client Feedback

One moment highlighted WeatherAds’ real-world impact: “The SVP of my department touched down in Detroit and received our targeted ad speaking to Detroit and escaping the snow. She was very impressed with the personalization of the ad, and did say it was indeed a little miserable in Detroit so the ad was a fitting call to escape to warmer weather.”
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Looking Ahead

Based on this success, both agency and client were eager to deploy WeatherAds-powered campaigns for Pink Shell Resort & Marina again next winter, confident in the approach’s power to drive site traffic and spark travel bookings when travelers need it most.
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“Our SVP touched down in Detroit and received our targeted ad speaking to Detroit and escaping the snow. She was very impressed with the personalization of the ad”

— Cara Bettinger, Miles Partnership Head of Display & Video, Resolution (OMD Group)