Special RepoRt : Social Hotel awardS
||||| BEST FACEBOOK PROMOTION
BY Brand
FairField inn & SuiteS
Description : Marriott International brand Fairfield Inn & Suites targeted altruistic-minded Millennials with a campaign that let users design a virtual Habitat for Humanity house and make a US $ 10 donation to Habitat for Humanity on their behalf for each house they built .
After building their home , users had the opportunity to share their creation and contribution with their social networks . To encourage competition , participants could view a map and see which U . S . areas were most actively helping donate to Habitat for Humanity . They were then able to encourage their friends to participate . results : Fairfield Inn & Suites gained 186,890 new Facebook fans .
The Habitat for
JuDges ’
Humanity social comments : campaign saw “ Millennials 29,859 houses are more built . A US $ 50,000 enticed to donation goal was purchase a achieved 18 days product or into the 75-day service if they campaign , and 53 % know it will of homebuilders benefit a charity or cause .” houses and chari-
shared their virtual
table contribution with their Facebook network . runner-up : Best Western International , Phoenix
Travaasa Hana ’ s # HanaStateOfMind Facebook campaign focused on five pillars of the onproperty experience .
BY PrOPertY
travaaSa Hana , Hawaii
Description : Travaasa Hana ’ s # HanaStateOfMind Facebook campaign highlighted various experiences offered at Travaasa Hana by featuring prizes that aligned with the brand ’ s five essential pillars ( adventure , culinary , wellness , fitness and culture ) and the Hawaiian experience .
The campaign included a four-week sweepstakes starting in January that featured daily giveaways to increase
JuDges ’
comments : overall awareness “ Great job with and engagement executing their with the brand . goals for this Users could
campaign .” enter once a day . The Grand Prize
winner received a three-night Total Travaasa stay for two guests and two US $ 300 Visa gift cards for travel expenses . Sweepstakes winners were randomly selected from a pool of entrants who either booked 2014 travel directly through the Travaasa website or entered the sweepstakes through the Facebook app . The budget for the campaign was US $ 5,000 . results : Social media referrals totaled 3,281 visits , or 5 % of overall web traffic to Travaasa . com throughout the duration of the # HanaStateOfMind campaign . Of these referrals , 16 social media conversions resulted in US $ 14,800 in revenue . runner-up : W Taipei
www . hotelsmag . com October2014 HOTELS 21