WinterWonder
Lansdowne
Holiday Resort Campaign & Community Activation
Role: Creative Strategist & Designer
Scope: Campaign Concept, Event Marketing, Collateral Design, Experiential Signage, Social Media Strategy, Vendor Market Curation
Driving Revenue and Engagement Through a Holiday Resort Activation
Winter WonderLandsdowne was a seasonal holiday campaign designed to transform the resort into a festive destination for the local Leesburg community while driving increased traffic and revenue across the property. The primary goal was to boost Food & Beverage sales during the holiday season through a series of immersive events that would encourage guests to spend time and money on-site.
I played a key role in conceptualizing and executing the campaign, helping develop a lineup of activations designed to appeal to families and local visitors. Events included Brunch with Santa, a holiday petting farm, a curated vendor market, live ice sculpting demonstrations, horse-drawn hayrides, and to-go holiday dinners, all designed to create a lively and engaging holiday atmosphere throughout the resort.
To support the campaign, I managed a comprehensive marketing strategy that included a $93K media buy with Icon International, influencer partnerships to expand reach, and a social media campaign that showcased the resort’s holiday offerings in real time. I also oversaw the creative production for the campaign—briefing and collaborating with a designer to develop visual assets, then adapting and reformatting those materials across marketing channels throughout the duration of the campaign.
In addition to the digital marketing efforts, I coordinated the creation of physical collateral and on-site wayfinding materials, including large-format signage, brochures, and visitor maps to help guide guests throughout the resort’s holiday experiences. I also helped organize and curate the vendor market, integrating local businesses into the event and strengthening the resort’s relationship with the surrounding community.
Through a combination of experiential programming, strategic marketing, and cohesive creative direction, Winter WonderLandsdowne successfully created a memorable holiday destination that increased guest engagement, drove foot traffic throughout the resort, and generated meaningful revenue during the season.