SPECIAL REPORT : SOCIAL HOTEL AWARDS
BEST FACEBOOK PROMOTION
BY BRAND
MERCURE
DESCRIPTION : Aiming to highlight the local features near its more than 700 hotels , AccorHotels ’ Mercure launched The Six Friends Theory at the beginning of 2015 . Inspired by the theory of six degrees of separation , The Six Friends Theory tested the theory that only six degrees separate Nigel , an aboriginal Australian and Ludovica , a candidate recruited through an international casting call . The campaign followed Ludovica using real-time photos and a “ docudrama ” of seven video episodes airing on social media for 15 days . The campaign also promoted Mercure ’ s values of conviviality , authenticity and sharing that carry the brand .
“ For the first time , a hospitality brand decided to prove a scientific theory with a real-life experience ,” says Antoine Dubois , vice president of digital marketing and media at AccorHotels . “ We created digital content which was original and real at the same time .”
RESULTS : The Six Friends Theory reached over 28 million people on Facebook and received more than 11 million views on Facebook and Twitter .
RUNNER-UP : Sofitel Luxury Hotels
Mercure ’ s Six Friends Theory campaign told the story of Ludovica and Nigel through a “ docudrama ” on social media , using real-time photos and videos .
BY PROPERTY
HYATT REGENCY MAUI RESORT SPA , HAWAII
DESCRIPTION : Aiming to generate wedding sales leads and raise brand awareness , Hyatt Regency Maui Resort Spa in Hawaii created a unique and targeted social sweepstakes . In conjunction with digital marketing platform service Offerpop , Hyatt Regency Maui broke down the campaign into two stages . The first consisted of submissions : Engaged couples throughout the U . S . were asked to provide a photo and 100 words explaining why they wanted to get married in Maui . The second phase asked Facebook users to vote for the winning couple
Voters also were entered to win a three-night stay at the resort and all participants ( those who submitted entries as well as those who voted ) received a 10 % vacation discount .
RESULTS : Eighty leads were generated from the Facebook promotion . Over 1,200 voted in addition to sharing the contest details on their personal social media channels . “ Our creative approach to social media not only increased awareness of the resort as a premier weddings destination , but also gave a couple the wedding of their dreams ,” says John Yeadon , director of sales and marketing at Hyatt Regency Maui .
RUNNER-UP : Atlantis Paradise Island , Bahamas
BEST INTEGRATED DIGITAL CAMPAIGN
BY BRAND
FOUR SEASONS HOTELS AND RESORTS
DESCRIPTION : In 2014 , Four Seasons unveiled the first hotel-branded private jet . Following the launch , Four Seasons implemented an integrated campaign that included robust social media marketing , content marketing , and influencer outreach to position the company as a leader and innovative brand . The campaign involved multi-pronged storytelling across Fourseasons . com , Four Seasons Magazine and all brand social channels , including a custom redesign of the Four Seasons YouTube channel . Four Seasons also created a CGI Jet “ sneak-peek ” video that was showcased on the custom YouTube channel and syndicated across all social channels on the brand and property level .
“ The private jet story went viral within a day – making this the brand ’ s most successful marketing announcement ever ,” recalls Sorya Gaulin , director of global corporate public relations and social media for Four Seasons .
RESULTS : The private jet launch story received a total of 26.6 million social media impressions , 7.1 million in social media reach and almost 300,000 media impressions . Social media accounted for more than 20 % of traffic to the jet microsite and the US $ 132,000 / ticket inaugural flight sold out within days .
RUNNER-UP : Hilton Worldwide
BY PROPERTY
FAIRMONT PACIFIC RIM , VANCOUVER
DESCRIPTION : To raise awareness of its proposal packages , Fairmont Pacific Rim created a targeted digital campaign inviting suitors to share their video love story for a chance to win a C $ 18,000 ( US $ 13,737 ) proposal . To share contest information , the hotel enhanced its Facebook presence by building a contest page that also prompted visitors to like it upon landing on it . Additional social media content was created , including the most romantic places to pop the question in Vancouver , the do ’ s and don ’ ts of proposals and ads for the contest .
“ We were able to work with and leverage a number of leading industry partners to create a remarkably enticing prize that encouraged entrants to develop some really incredible love story videos ,” says Kerrie Bowers , social media manager at Fairmont Pacific Rim .
RESULTS : The campaign generated 42 wedding and proposal leads that resulted in over C $ 1 million ( US $ 760,000 ) in potential business for 2015 and 2016 . Campaign impressions exceeded 6 million people within the desired target market . Social media followers on Fairmont Pacific Rim ’ s social networks increased by an average of 8 %.
RUNNERS-UP : ITC Maurya , New Delhi , India , and W Taipei , Taiwan
24 HOTELS October 2015 www . hotelsmag . com