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Rotana Hotels Description : To increase awareness and direct sales of its Rotana Escapes hotel packages during August , a slower travel season in the United Arab Emirates , Rotana launched a Facebook sweepstakes for a free trip to a participating hotel . The one-week competition asked participants to create their ideal getaway package from among 48 possible options . The campaign targeted people in the UAE and Oman markets who had not taken a summer vacation .
“ The campaign was extremely engaging and combined perfectly the desire
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for customers to picture themselves at one of Rotana ’ s great resort destinations , the fun and empowerment in selecting the ideal package for themselves and actually having the chance to win ,” explains Thomas Spinner , corporate director of e-commerce at Rotana Hotels . “ It ’ s not necessarily about spending high budgets but about the creativity , which leads to engagement .” Results : With only two Facebook posts , the campaign went viral , reaching an audience of 38,805 on Facebook and received a total of 656 unique participants . Runner Up : SpringHill Suites |
ITC Maurya Description : To celebrate the 25-year milestone of its restaurant DumPukht , ITC Maurya in New Delhi created a Facebook campaign to post visually appealing content such as a video with the restaurant ’ s chef , as well as content to drive conversation and social sharing using the hashtag # 25YearsofDum- Pukht . To incentivize participation , the hotel launched an array of contests that were supported by highly targeted advertisements . The ITC Hotels Facebook brand page also promoted the anniversary hashtag for 10 days to increase awareness . “ An |
important step while creating a promotion or campaign is to understand the right target audience and then identify the focused social network to reach out to them with distinct , measurable outcomes ,” says Baldev Dhir , head of digital marketing , distribution and brand operations at ITC Hotels . Results : The 10-day campaign resulted in 10,000 new Facebook followers ; increased Facebook interactions with more than 5,000 likes , comments and shares ; increased media coverage ; and led to an increased brand Klout score from 68 to 72 . Runner Up : Sofitel Bali |
22 hotelsmag . com October 2016 |