Power of Escapism at DEW
February 2016 – At Digital Entertainment World, Laura Lee, Chief Digital Officer and President of Media for Margaritaville presented on the Power of Escapism. The Margaritaville company is a diversified firm that focuses on providing a solution for the busy and constantly connected lifestyle – they focus on the moments of downtime. The multi-billion dollar empire has expanded from the original restaurant on the theme presented in the song that gives the brand its name.
Margaritaville at DEW 2016
The company determined, through their social media, customer experience feedback, and interaction at their properties that people look forward to being able to turn off and turn down. The company presents a unified theme that it is not only ok, but it is good to “own the sunset” and embrace a “ray of sunshine”. The company presents this opportunity through their consumer products, lager, satellite radio channel, resorts and restaurant.
This is pushing the on-line presence and short duration encounters to longer experiences. They are planning to open a resort and a theme park in Orlando. The park will be heavily digital media centric and the experiences will be expanded through games, product merchandise and traditional media & advertising. This new project will allow them to leverage the over 90% brand recognition that the company enjoys.
