How Azira and Tambourine Generated 1,793 Property Visits for Pier Sixty-Six’s Hotel Relaunch
Key Insights:
Business Challenge:
As Pier Sixty-Six reopened after a major renovation, the hotel needed to quickly build awareness and translate its relaunch into bookings, guests, and revenue.
Solution:
Azira and Tambourine activated data-driven prospecting and retargeting across display and website channels, guided by comp set insights.
“Azira’s insights and proprietary Hotel Comparison Report were instrumental in identifying the highest-value travelers and markets during Pier Sixty-Six’s reopening. By targeting our compset’s audiences, we were able to strategically shift share and capture demand directly from competing resorts.”
Results at a Glance:
Situation
Following a major renovation, Pier Sixty-Six Fort Lauderdale reopened in 2025 with the goal of re-establishing itself as a premier waterfront destination in Florida. In addition to promoting the main hotel property, Pier Sixty-Six also sought to drive awareness for its on-site marina and dining offerings. With no recent visitation baseline post-renovation, the brand needed a scalable way to introduce itself to relevant audiences while maintaining sustained visibility over time.
Challenge
With seasonality playing a major role, Pier Sixty-Six needed to identify which regional drive markets and fly-in cities would be most impactful during peak summer months. Without clear market insights, it would be difficult to prioritize geographies, tailor targeting, or measure campaign effectiveness in a highly competitive Florida market.
Solution
In partnership with Tambourine and Azira, one year of comp set visitation data was analyzed using Azira’s Hotel Comparison Report to build high-intent audiences and identify priority drive and fly markets.These insights guided a focused summer push across Florida and select out-of-state destinations, including Georgia, Massachusetts, New Hampshire, North Carolina, South Carolina, Indiana, Illinois, Texas, Colorado, Michigan, Minnesota, Wisconsin, New Jersey, Pennsylvania, and Virginia.
Banner and website ads promoted the newly reopened hotel, while separate campaigns highlighted the marina and restaurant offerings. Throughout the entire campaign, Azira retargeted to re-engage users who had previously seen an ad or visited the hotel’s website.
Results
The campaign maintained consistent visibility throughout the year while driving measurable bookings, guest visits, and revenue:
- 16.2M impressions delivered for the campaign
- 0.43% CTR, exceeding industry averages and generating over 69,105 clicks
- 918 visitors seen at the property, resulting in 1,793 total visits
- Over $17.2K in revenue driven for the property throughout the campaign
By grounding its relaunch in competitive insights, Azira helped Pier Sixty-Six establish a repeatable, data-led approach to capturing bookings and guests and driving measurable revenue well beyond opening season.