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by brAnD
DoubleTree by HilTon
Description : Hilton Worldwide ’ s DoubleTree by Hilton brand worked with Google to create DTour , a YouTube channel feature integrating all its major social media accounts to facilitate sharing content , and launched DTour of a Lifetime , a contest to find six DTourists to travel globally as content creators and share highlights via blogs , videos and social media . When people checked in on Foursquare , tips and links to the DTour hub were provided for things to do near their current location . The brand drove content submissions to the hub map through social ad buys , a U . K . travel blogger mixer , a live Google Hangout with Google Travel and partnering with a travel TV host . results : During the DTour launch ,
During the Dtour launch , Doubletree reservations increaseD 3.9 % year-on-year .
DoubleTree reservations increased 3.9 % year-on-year , resulting in a room revenue increase
JuDges ’ of 7.6 %. The brand added 22,000 new comments :
Facebook fans , a 10 % increase , and “ Very creative
11,000 new Twitter followers , a and innovative
24 % increase . approach .” runner-up : Best Western International by ProPerTy
burj Al ArAb , DubAi
Description : Burj Al Arab targeted social opinion influencers and high-net-worth individuals by collaborating with Infiniti Red Bull Racing to create a video of a Formula One race car spinning around the hotel ’ s helipad , which is located 210 meters ( 688 ft ) above the ground .
The hotel negotiated to have all costs of producing the video paid for by Red Bull , while the hotel paid approximately US $ 50,000 to promote the video online , which included using # helipadstunts and paid distribution on YouTube and Facebook . Still images and a press release in English , Arabic , Russian , German and Chinese were distributed 24 hours after the stunt took place . results : The video received more than 1.2
JuDg es ’ million views on the hotel ’ s official channel while Infiniti Red Bull Racing earned comments :
“ A thrilling way a further 545,000 views on its official to show off the YouTube channel . Unique visitors to Burj property .” Al Arab ’ s direct booking website grew
74 % on year-on-year , while Facebook reach grew 306.4 %. runner-up : InterContinental Bali Resort , Jimbaran , Indonesia
The Formula One race car spins around the Burj Al Arab helipad , located 210 meters ( 688 ft ) above the ground . by ProPerTy W DoHA , QATAr
Description : The main focus of W Doha ’ s Twitter account is to give followers a chance to interact with the hotel in real time on a more personal level . The tweets focus on “ passion points ” of the W brand — fashion , music and design .
Regular tweetups , called TweetBeats , are held in the hotel while regular competitions engage followers . The hotel also uses Twitter as one of its main customer relationship management channels . results : The hotel ’ s Twitter account is the largest hotel Twitter account in Qatar , among the 10 biggest brand accounts in the country and the largest account for all Starwood Hotels & Resorts Worldwide properties in the Middle East . A tweet that is sent out reaches about 20,000 to 50,000 accounts on average . runner-up : The Langham , Chicago
JuDges ’ comments :
“ W Doha showed exceptional user engagement by offering their followers a more unique experience outside of social at their property .” www . hotelsmag . com October2014 HOTELS 23