SAM's Annual Best & Worst in Marketing 2022-23

In each of the past few years, resort marketing seemed to follow a certain trend, such as leaning in on humor or establishing trust through transparency. For 2022-23, it was a decidedly mixed bag. Resorts from coast-to-coast took a variety of different approaches to their marketing—some knocked it out of the park, and others swung and missed.Our “Best and Worst in Marketing” panelists adeptly point out several different examples that touch on this broad variety. That said, it was interesting to see that a handful of resorts caught the attention of more than one of our panelists, sometimes for the same thing, and others for different efforts from the same resort. This is an indication of how impactful some individual marketing efforts are, as well as how successful marketing teams are able to make noise via multiple channels, messages, and creative directions.As it has been since the beginning, SAM’s annual “Best and Worst in Marketing” is a subjective, informed review of resort (and re...