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Evermore Orlando Resort’s leverages "the halo effect" of the 2026 Masters Tournament
In today’s economic climate, consumers are navigating a "K-shaped" divergence, with 93% actively adjusting household budgets while simultaneously seeking "anchor brands" that offer definitive value and luxury. Our Consumer Pulse Survey revealed a significant slowdown in "loyalty bleed"; consumers are ready to be loyal, but only to brands that meet them with purpose and relevance.
The Masters Tournament presented a prime window to connect with affluent audiences, specifically Luxury Travelers, Golf Enthusiasts, and Business/First-Class flyers. The opportunity was not just to be seen during the event, but to capture the affluent consumer's intentionality. We identified a strategic gap: while many brands focus solely on the four days of play, there is a missed opportunity to improve efficiency in the early buzz and post-round chatter windows (April 6th–16th), when high-value users are most engaged with highlights and analysis.
The Media Strategy: Meaningful Connections via the "Second Screen"
Net Conversion implemented a high-impact strategy designed to surround the Masters viewer through a dual-approach awareness engine. We secured premium OTT placements across ESPN, CBS, and the Golf Channel, ensuring Evermore was positioned alongside the world's most elite sporting content. This decision was rooted in the evolving 2026 media landscape, where 73% of viewers now prefer watching sports on a Big Screen (Smart TVs/CTV), and ads in these streaming environments have proven to be 66% more effective than traditional cable averages (MNTN Research, 2026).
In parallel, we deployed a precision YouTube Demand Gen campaign to capitalize on the fact that two-thirds of U.S. viewers now use a second screen while watching TV (MNTN, 2026). In 2026, video has become the primary currency for discovery, with 91% of businesses now leveraging it to meet consumers who are increasingly turning to video for inspiration rather than static search (Wyzowl/Sprout Social, 2026). By delivering 80% of our YouTube spend directly to home TV screens, we catalyzed real-time mobile research.
The dual-approach awareness strategy included:
Campaign Snapshot: The Dual-Approach Strategy
- Geography: National (U.S.)
- Channels: Premium OTT (ESPN, CBS, Golf Channel) & YouTube Demand Gen
- Primary Target: High-net-worth audiences, including Luxury Travelers, Golf Enthusiasts, and Business/First-Class flyers.
- Timing: April 6th – 16th (Capturing the pre-tournament hype through post-event chatter).
The Measurement Strategy: Measuring More Than Just Views
To ensure media accountability, we moved beyond basic impressions to focus on Brand Lift and Search Intent as our primary indicators of success. By using advanced modeling and Brand Lift surveys, we isolated the specific impact of the Masters alignment on consumer behavior. We specifically tracked relative consideration lift to see how exposure changed brand perception and monitored search deltas to quantify the direct increase in queries for "Evermore" and "Orlando Evermore."
This data-driven approach allowed us to optimize the campaign in real-time, focusing on the most efficient pathways to move high-net-worth individuals through the funnel. By tracking the cost per lifted user, we ensured that every dollar of the $124k investment was working toward a measurable shift in brand consideration rather than just passive visibility.
The Results: Driving Profitable Growth & High-Value Intent
The campaign successfully associated Evermore with one of the world’s most prestigious sporting events, delivering over 8 million impressions and proving that high-impact big screen placements are the primary drivers of digital intentionality. The strategy resonated most powerfully with the 55+ age bracket, confirming our ability to efficiently sway high-net-worth demographics during peak cultural moments. By capturing the audience during the pre- and post-event "halo" windows, we achieved a massive surge in brand intent that far outpaced standard digital activations.
The efficiency of this approach was underscored by a significant shift in how users interacted with the brand following ad exposure:
- 42% Search Lift: Exposed users were significantly more likely to directly search for "Evermore."
- 94,000 Lifted Users: Successfully shifted brand consideration at an efficient $0.53 per user.
- 105% Real-Time Intent: High-impact TV placements drove a massive relative lift in subsequent mobile searches.
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