From Shutdown Fears to Sold-Out Cabins:
serenity springs case study
overview
Serenity Springs is a romantic couple’s retreat located near the Indiana Dunes National Park in Northwest Indiana. Featuring 31 private cabins, each uniquely decorated and overlooking the water, Serenity Springs offers an upscale escape for couples. Amenities include king-sized beds, whirlpool tubs, fireplaces, kitchenettes, and private porches with firepits. Select cabins feature loft spaces and massage chairs.
As COVID-19 brought the largest decline in travel in modern history, Serenity Springs faced uncertainty like many businesses in the hospitality industry. With Indiana’s Stay-at-Home Order beginning March 23, 2020, the retreat had to quickly adapt its marketing strategy to survive.
objectives/ GOALS
- Maintain bookings and revenue during the COVID-19 pandemic.
- Highlight the unique benefits of Serenity Springs’ private, already socially distanced accommodations.
- Increase brand awareness and engagement with a broader audience.
- Retarget and capture new customers through digital advertising campaigns.
SERVICES
Crisis Marketing Strategy:
Pivoted messaging to emphasize safety and contactless experiences.
Social Media Advertising:
Designed, launched, and managed Facebook campaigns targeting couples in Chicago and Indianapolis.
Audience Targeting & Retargeting:
Built campaigns for both existing fans/visitors and lookalike audiences.
Creative Campaign Development:
Created compelling campaigns—“Yes, We’re Open” and “Buy One Night, Get One Night Free”—to generate demand.
results
March Campaign
“Yes, We’re Open”
- Ad Spend:$1,700
- Website Clicks:16,105
- Reach:290,000
- CPC:$0.11
Impact (first 6 days):
Website visits ↑ 53%
Facebook ad clicks ↑ 467%
Link clicks ↑ 263%
Page likes ↑ 256%
Engagement ↑ 341%
April Campaign
“Buy One Night, Get One Night Free”
- Ad Spend: $868
- Website Clicks:4,889
- Reach:99,870
- CPC:$0.18
Impact
Campaign ended early (April 15) due to complete sellout of Sunday–Thursday reservations for the month.
Key Takeaways & Lessons Learned
Agility Matters:
Serenity Springs’ ability to quickly pivot messaging and promotions allowed them to thrive in a volatile market.
Highlighting Unique Strengths Works:
Digital Advertising Delivers ROI:
Retargeting Multiplies Results:
Leveraging new audience growth from March in April’s campaign directly contributed to selling out weekday reservations.
conclusion
Despite the unprecedented challenges of COVID-19, Serenity Springs turned crisis into opportunity. By embracing digital advertising, reframing their unique offerings, and implementing smart promotional strategies, they not only stayed afloat but achieved remarkable results during one of the most difficult times in the travel industry.
This case study demonstrates the power of strategic marketing and creative problem-solving—even in the face of global disruption.