HAY CREEK
COLLECTION
Black Friday/ Cyber Monday Campaign
CAMPAIGN RESULTS
- 2024
ROLE + TEAM
Creative Director + Design - Folabomi Oyewo
Operations Director - Ashley Branstetter
Creative Strategist - Sarah Sutton & Folabomi Oyewo
Copywriter - Sarah Sutton
Revenue YOY Growth - +12.45% YoY
Total Campaign Revenue - $1.45M in total campaign-influenced revenue.
DELIVERABLES
9 participating hotels
Total Email Support:
36 differentiated emails
2,072,494 emails deployed
Social Support Per Property
3 posts | 1 reel | 3 stories
Website Pop-Up & Offer Page
Abandoned Cart Email Customization
Digital Ads
THE TASK
Hay Creek Hotels, a hospitality management company that deeply understands the role of nostalgia in travel, and has the vision to see possibilities others don’t, they tasked 10and5 with their 2024 Black Friday campaign that spread across their hotel portfolio.
THE STORY
BOOK NOW, TRAVEL LATER
A four-part campaign designed to mirror the stages of a guest’s travel journey:
Pre-Check: Exclusive early VIP access.
Pre-Plan: A message tailored to busy, type-A travelers; plan it now, forget it, and enjoy a surprise vacation later.
Preview: Guests were invited to envision themselves in the hotel through personal storytelling tied to real experiences and guest feedback.
Save the Date: The narrative tied together. The final call to book, completing the journey from anticipation to commitment.
This layered storytelling approach transformed a seasonal sale into a journey, balancing urgency with inspiration, and positioning each hotel as a destination worth anticipating.
EMAIL PERFORMANCE
Average Open Rate - 29%
Average CTR - 2.9%
Outperformed hospitality industry averages across open and click rates.
