BY BRAND BY PROPERTY
FOUR SEASONS HOTELS AND RESORTS , TORONTO DESCRIPTION : Four Seasons ’ Instagram campaign “ Four Seasons Fotog ” used the # FSFotog tag to share exclusive of-the-moment and behind-the-scenes photos designed to inspire wanderlust with the goal of building brand awareness and occasionally sharing user-generated content . Four Seasons created photo contests to celebrate the opening of its flagship Four Seasons Hotel
HAMILTON ISLAND , AUSTRALIA DESCRIPTION : The private island resort held the “ Pilgramers Descend on Hamilton Island — The Ultimate Instameet ” event in which Australian and American Instagrammers were hosted for a few days last November .
SPECIAL REPORT : SOCIAL HOTEL AWARDS
BEST USE OF VISUAL / PHOTOGRAPHIC SOCIAL NETWORKS
BY BRAND BY PROPERTY
FOUR SEASONS HOTELS AND RESORTS , TORONTO DESCRIPTION : Four Seasons ’ Instagram campaign “ Four Seasons Fotog ” used the # FSFotog tag to share exclusive of-the-moment and behind-the-scenes photos designed to inspire wanderlust with the goal of building brand awareness and occasionally sharing user-generated content . Four Seasons created photo contests to celebrate the opening of its flagship Four Seasons Hotel
Toronto and gave select shared
JUDGES ’ COMMENTS :
“ This campaign is creative and interactive and sets a high bar . I like that the Pinterest and Instagram posts are different . It ’ s not the same images being repeated , and they have been able to connect to so many new fans as a result .” romantic pictures US $ 250 gift cards for the # IgnitetheSpark Instagram promotion . Other brand initiatives included the launch of the # ThroughTheEyesOf “ Instagram Takeover ” photo series , which spotlighted unique Four Seasons personalities around the world for a day . RESULTS : Instagram is Four Seasons ’ fastest-growing social media channel , and in less than one year , Four Seasons Fotog acquired more than 9,500 fans , 96,045 likes ( 173 average likes per photo ) and 2,908 comments .
HAMILTON ISLAND , AUSTRALIA DESCRIPTION : The private island resort held the “ Pilgramers Descend on Hamilton Island — The Ultimate Instameet ” event in which Australian and American Instagrammers were hosted for a few days last November .
The Pilgramers created video callouts on YouTube to Australian and American Instagrammers to win one of five holidays to join them on Hamilton Island . Contestants posted a photo on Instagram of their idea of paradise with the competition hashtag . There were more than 3,000 entries , with four winners from Australia and one winner from the United States selected .
The Instagrammers explored the island and surrounding natural sights . The group captured all their experiences on Instagram and other social media outlets , sharing the Instameet in real time with their networks of friends , fans and followers . RESULTS : The Instameet produced more than 640 images that reached more than 8 million people through social media , including 815,000 of the property ’ s direct Instagram followers . The Instameet was also filmed , and a
JUDGES ’ COMMENTS :
“ Clever and unique campaign that brought the Instagram community together and focused on Hamilton . Wonderfully creative and well executed .”
The Hamilton Island Instameet produced more than 640 photos .
YouTube documentary was produced . The event increased the resort ’ s Instagram followers from 269 to 9,028 and boosted its Facebook fan page followers from 18,478 to 22,791 . The event generated 116 pieces of media coverage that reached an estimated 65 million people , represented a public relations value of US $ 2,265,524 , and a return on investment ratio of 1:90 . RUNNER-UP : The Mirage Hotel & Casino , Las Vegas
An # FSFotog-tagged photo of the view from the Serenity Pool Bar at Four Seasons Resort Maui , located on Wailea Beach in Hawaii
26 HOTELS October 2013 www . hotelsmag . com