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( Tie ) Fairmont Hotels & Resorts , Hilton Worldwide Description : As part of Fairmont ’ s Facebook strategy , the brand made a “ purposeful shift ” toward featuring attention-grabbing video content on its page with videos including the “ Ultimate Rockies Road Trip ,” featuring birds-eye footage of mountain sierras ; recipes from select hotels and resorts , and guest photos . “ We strive to make our Facebook environment a source of unique content that our fans come |
back to ,” says Michael Innocentin , Fairmont ’ s executive director of digital marketing . “ The platform is also used as a tool to foster meaningful engagement and make lasting connections with our guests .”
Hilton Worldwide utilized Facebook to support its Stop Clicking Around direct booking campaign . Guests shared their experiences and rewards among their peers with user-generated content . “ Creating genuine individual experiences and having passionate people behind them
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is what made this campaign a success ,” says Gurmej Bahia , Hilton ’ s senior director of regional marketing , eCommerce and digital acquisition for EMEA . Results : Fairmont saw a 29 % increase in Facebook fans and a 53 % increase in engaged users . Hilton spent US $ 2,550 , reaching over 629,000 existing or potential guests with 27,000 post-click engagements . For every dollar spent , 246 people saw the message and 10 people interacted . Runner Up : ITC Hotels |
The Otesaga Resort Hotel , Cooperstown , New York Description : With a Facebook following of over 5,100 in April 2015 , The Otesaga Resort Hotel wanted to grow its fan base . A series of interactive Facebook content campaigns showcased historic nuances of the resort , golf course and surrounding village of Cooperstown , New York . Using hashtags # CommonLinks , # CooperstownWonderland and # MostPerfectVillage , the team came up with thoughtful images |