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ResortPass Hospitality & Travel

ResortPass

A national brand needed the DMV to know it existed. We gave it a month that made the introduction.

Website: www.resortpass.com

Launch campaign creative for ResortPass in the DMV market.

The Challenge

ResortPass had a strong product and no reason for people in Washington to know it existed. The launch had to build awareness fast enough to create demand inside a short seasonal window.

What We Did

The team built the go-to-market strategy and ran a concentrated launch campaign timed to winter demand and Travel Tuesday. The plan prioritized earned media over paid impressions to introduce the category through trusted third-party coverage.

The Results

  • Spa bookings revenue grew 562 percent year over year at the campaign peak
  • Growth peaked in the final month of the engagement
  • Four earned placements in 30 days across broadcast, streaming, radio, and online
  • Two FOX 5 segments, including a full Good Day DC feature
  • DMV market entry achieved through earned media, not paid ad dependence
  • Campaign tied awareness directly to a commercial Travel Tuesday offer

Background

ResortPass gives people day access to hotel pools, spas, and amenities without an overnight stay. The company came to Christa and her team to enter the DMV, a market with no existing awareness of the category.

The work

This was a launch engagement rather than an ongoing retainer.

Go-to-market strategy set the position and timing. Creative built the winter story. PR and media relations delivered the coverage. The entire program was pointed at a single outcome: that by January, the DMV knew what ResortPass was.

Press & Media Highlights

All placements between November 14 and December 14, 2025:

Q&A

What did the team do for ResortPass?

Christa and her team built the go-to-market strategy and launch campaign that introduced ResortPass, a hospitality brand offering day access to hotel pools and spas, to the Washington, DC market. The campaign earned four placements across broadcast, streaming, radio, and online in a single month.

What results did the ResortPass launch deliver?

Four earned placements in 30 days, including two FOX 5 segments and a Good Day DC feature, all timed to the brand's Travel Tuesday winter offer.

Does ZAMA do product launches and market entry?

Yes. The ResortPass engagement was a go-to-market strategy and launch campaign for a national brand entering a new regional market, delivered through earned media rather than paid advertising.

Client Testimonials

“Christa and her team did an awesome job helping us break into the Washington, DC market for our spa business. Christa and her team were incredibly scrappy and found opportunities to get earned media attention as well as secure partnerships that helped us get in front of the right prospective guests. As a result, we saw a dramatic increase in year-over-year growth in the DC market and engagement surpassed our expectations.”
Photo for Nicole Maddern.

Nicole Maddern

VP of Marketing, ResortPass