Special RepoRt : Social Hotel awardS
Best use of dIgItal VIdeo
By Brand
InterContInental Hotels & resorts desCrIptIon : InterContinental Hotels & Resorts leveraged its culinary ambassadors , Russ Lusted , Ian Kittichai and Michel Roux , to embark on a journey to sample local culinary specialties in specific destinations before cooking an authentic dish on the spot . “ Chef-to-Chef ” was developed in partnership with National Geographic Channel ’ s Nat Geo People to engage Facebook fans with IHG ’ s world-renowned chefs . Videos were uploaded to Facebook and YouTube , and recipes were featured on the campaign ’ s website . “ We believe social media campaigns should always be personable and genuine ,” says Alfred Tay , social marketing manager for Asia , Middle East and Africa at IHG . “ By presenting great information by real InterContinental chefs , we create true connections with our audience , hence differentiating our brand from others .” results : The campaign generated over 1 million video views and more than 13,000 engagements . Based on the campaign ’ s success , IHG also launched a similar program from the Japanese market that ultimately added 700,000 views . runner-up : Best Western International
One & Only Palmilla ’ s re-opening was chronicled in a Facebook video produced , shot and edited in just two days .
By property
one & only palmIlla , los CaBos , mexICo desCrIptIon : In September 2014 , Hurricane Odile ravaged the Baja California Peninsula and left the area in shambles , including one of its most prominent resorts : One & Only Palmilla . The devastation prompted a seven-month property closure and a prolonged reduction in outgoing communication . In April , the property announced its re-opening , which would be chronicled in a Facebook video produced , shot and edited in just two days . The campaign objective was to drive excitement and buzz for the property during opening weekend .
“ Our social media fans were as excited as we were to see the resort reopen ,” says Helen McCabe-Young , executive vice president of sales and marketing for One & Only Resorts . “ Before we opened our doors , we received hundreds of comments from social media fans asking for updates . We soon answered that call with a sneak peek into what to discover upon returning to One & Only Palmilla .” results : The video earned more than 7,000 views , 281 likes , 185 shares and 106 comment in less than 24 hours , making it the most successful video posted to One & Only ’ s Facebook page to date . At press time , views totaled more than 24,000 with a reach of 56,864 people .
28 HOTELS October 2015 www . hotelsmag . com