Purobeach

The brief

• Repositioning Puro Hotel, Restaurants & Beach Clubs
• Guideline for social media and content production
• Optimisation of online reservation and reputation
• Development of a digital Franchise-Ecosystem (Franchisees Hilton, Minor Tivoli-Hotels etc.) 
• Centralisation of data and automation of client processes and -dialog
• Strategy for future revenue streams, expansion & Merchandising 

The vision & result

Puro is a sea oasis with the mission to deliver happiness. The doubling of online direct sales for both the beach club business and its associated hotels enabled all partners & franchisees to generate cash flow online before visit and pre season, defending margins against OTAs for hotels and revenue for the beach clubs.

The new digital ecosystem has enabled Puro to collect and centralise customer data across all businesses and their channels. Cross- & up-selling within and between the hotel and beach club concept is increasing clients & company equity. New digital services to improve the clients experience (online reservation, WiFi, gift cards, etc.) resulted in an active, constantly growing database of active customers, partly replacing the traditional acquisition costs with a more efficient CRM model.  

The new content strategy helped to replace the costly performance & promotion model with a seamless online customer experience from the first online contact through events to their return to the clubs. CRM and automation of processes such as satisfaction rating increases online reputation and the SEO ranking. Puro Experiencer and Copa Del Rey Women Regatta were media first events. These campaigns were mainly digital and therefore scalable, increasing reach, traffic and reservations. 

Both campaigns were the most successful ones to date in terms of ROI and did not require classic paid media.

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