STRATEGY Rowell suggested repackaging a summer golf package to include a wider array of activities and amenities to appeal to family vacationers and the Hot Fun Family Getaway package was created. Under the Westin Innisbrook brand umbrella, the Hot Fun Family Getaway offered an attractive nightly room rate at this all-suite property and savings of up to $300 on amenities and activities. The marketing campaign targeted drive markets and included print advertising and a two-step direct mail campaign.