BY BRAND
HAMPTON HOTELS
BY PROPERTY JW MARRIOTT CANCUN RESORT AND CASAMAGNA MARRIOTT CANCUN RESORT , MEXICO DESCRIPTION : Five travel video bloggers — “ vloggers ” — were selected to travel to Cancun to each produce one original video highlighting the two sister resorts , where they were hosted for five days . The resorts invested approximately US $ 6,100 in the initiative . Throughout the campaign , vloggers were also asked to post their experiences on their Facebook , Twitter and Instagram accounts , using the hashtag # gottequila that was created to aggregate all social media posts at the end of the trip . A loose itinerary was provided , giving them the opportunity to experience and explore the resort at their leisure , as well as visit nearby attractions .
SPECIAL REPORT : SOCIAL HOTEL AWARDS
BEST DIGITAL VIDEO
BY BRAND
HAMPTON HOTELS
DESCRIPTION : As part of the Hilton Worldwide brand Hampton Hotels ’ “ Feel the Hamptonality ” campaign , in September 2012 Hampton launched the “ Hamptonality Moments ” series of videos featuring real stories from guests that were recreated for the series . One video tells the story of a father and daughter embarking on a softball tournament trip and shows how a Hampton staff member helped facilitate their repeat stay .
The videos were distributed on Facebook , YouTube and Hampton . com and promoted on platforms like Twitter and other media channels such as email and display advertisements . Hampton partnered with the HHonors loyalty program and decided to incentivize social engagement by offering 500 Hilton HHonors points for watching the video and sharing it with friends . RESULTS : Hampton reported three million video views in eight weeks and a 60 % increase in Facebook fans since the launch of the campaign . RUNNER-UP : Hilton Worldwide
JUDGES ’ COMMENTS : “ This campaign aligned very well with the brand voice of the parent brand and that is delivering the light and warmth of hospitality at Hilton . Nice touch with consumer involvement in getting others to share their Hamptonality moments . Great fan interaction and making consumers feel a part of the brand and family .”
BY PROPERTY JW MARRIOTT CANCUN RESORT AND CASAMAGNA MARRIOTT CANCUN RESORT , MEXICO DESCRIPTION : Five travel video bloggers — “ vloggers ” — were selected to travel to Cancun to each produce one original video highlighting the two sister resorts , where they were hosted for five days . The resorts invested approximately US $ 6,100 in the initiative . Throughout the campaign , vloggers were also asked to post their experiences on their Facebook , Twitter and Instagram accounts , using the hashtag # gottequila that was created to aggregate all social media posts at the end of the trip . A loose itinerary was provided , giving them the opportunity to experience and explore the resort at their leisure , as well as visit nearby attractions .
Vloggers were given the next two days to edit their videos . On the final night of the event , a public relations firm produced a vlogger film festival at the JW Marriott Cancun Resort , which was attended and judged by a panel of regional Marriott executives . RESULTS : The campaign generated media value of US $ 378,280 and reached 1.8 million viewers . RUNNER-UP : Nikoi Island , Indonesia
JUDGES ’ COMMENTS : “ The concept of having vloggers come in and help create videos in the form of a ‘ film festival ’ is very unique and a great idea for capturing content . The campaign continues to live on via social , and is a great idea to turn into an annual event .” www . hotelsmag . com October 2013 HOTELS 21