Special RepoRt : Social Hotel awardS
||||| BEST INTEGRATED DIGITAL CAMPAIGN
BY pRopeRtY
BY BRand
Hampton Hotels
Description : For its Hamptonality Moments campaign , Hilton Worldwide ’ s Hampton Hotels brand invited guests to share their experiences with staff and guests by sending in stories , photos and videos . The team then edited guest-submitted content into 30-second user-generated videos targeted at five specific targets — Millennials , females , couples , families and roadtrippers .
JuDges ’ comments : “ The videos share The initial three stories of real guests at Hampton , and videos launched in that ’ s what their audience wants to late 2012 , while four see because they can relate to the videos went live in brand more .”
2013 and five in the first quarter of 2014 . Each video was launched on Facebook , Twitter and YouTube with support from online media for pre-roll on YouTube . results : The videos amassed close to five million YouTube views and inspired a 133 % increase in Hampton ’ s Facebook fans . With a 90 % share rate among viewers , the campaign ultimately garnered more than 500 million social impressions and created millions of dollars in incremental revenue with bookings tied to video content . runner-up : Hilton Hotels & Resorts
This Hamptonality Moments video used content created by a Brazilian couple visiting New York City .
||||| BEST USE OF TWITTER
Boca Raton ResoRt & cluB , a WaldoRf astoRia ResoRt , floRida
Description : Boca Raton Resort & Club , A Waldorf Astoria Resort installed a pink ice-skating rink during the 2013 holiday season ( November 1 through January 15 ). Leading up to the installation of the Pink Rink at the resort , the hotel launched a photo contest on Instagram to introduce the rink to consumers , asking users to upload a photo of themselves or their children wearing pink clothing , tagging @ bocaresort and # pinkrink for a chance to win a five-night stay at the hotel . The resort had a mobile display truck travel around Manhattan for a Twitter and Instagram contest that asked New Yorkers to “ Snap the # PinkRink Truck ” by tweeting its location and mentioning the social media handles of landmarks the truck stopped by to increase reach . results : The resort ’ s number of followers grew on Twitter and Instagram by 651 % and 148 %, respectively . The resort saw transient pre-sell increase 34 % year-over-year .
The campaign generated 21 media
JuDges ’ comments : “ Fun placements totaling more than 18 million media impressions . and creative runner-up : Ushuaïa Ibiza Beach Hotel , approach .”
Spain
BY BRand tRump Hotel collection , neW YoRk citY
Description : Trump Hotel Collection uses Twitter to connect with current guests by offering another level of customer service and welcoming them to the property . It also engages with guests who have shared content or asked questions , finds and follows users with relevant interests and qualifications and participates in travel and luxury chats to increase engagement and following . The
JuDges ’ brand integrates cross-channel branding with the account and comments : highlights each property ’ s amenities , spa , restaurant , exclusive “ Trump ’ s offerings and special offers and programs . Twitter results : Twitter accounted for approximately 26,201 referrals campaign to Trump ’ s brand . com , an increase of 267 % compared to the immensely previous year . From January 2013 to March 2014 , the Twitter grew its reach audience organically grew by 11,902 and saw an 89.5 % increase as well as its in new fans compared to 2012 growth . The Twitter account follower fan reached more than 29,000 followers in December 2013 . count .” runner-up : Residence Inn by Marriott
22 HOTELS October2014 www . hotelsmag . com