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Four Seasons Hotels and |
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Resorts |
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Description : The Four Seasons ’ digital mobile app video was used not only as a tool to educate consumers about the core features and functions and encourage downloads , but also to showcase Four Seasons as an innovator in the mobile space . The target audience included current Four Seasons guests , future guests , affluent travelers , luxury travel enthusiasts and travel journalists . A China Mobile App video was also created specific to that demographic for use on in-language brand social media channel , including Sinu Weibo and WeChat , to promote the functionality and features .
“ We were tasked with finding a unique and buzz-worthy way to introduce the app to market
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as well as showcase core functions in a way that was clear , concise and compelling to our Four Seasons social media audience ,” says Sorya Gaulin , senior director of global corporate public relations and social media at Four Seasons . “ Digital video provided this opportunity , by creating a visually immersive story of the Four Seasons mobile app to share with our audience .” Results : Mobile app digital video content shared on Four Seasons brand social media channels results in over 4,500 clicks to the Four Seasons App landing page . Additionally , the 2015 mobile app launch generated more than 8 million social media impressions and reached more than 3 million people . Runner Up : Rotana Hotels |
BY PROPERTY
Waldorf Astoria Chicago Description : As this campaign aimed to increase awareness of Van Gogh ’ s The Bedrooms exhibition package and partnership between the Waldorf Astoria Chicago and The Art Institute of Chicago , the social team wanted to approach the execution creatively , rather than relying on digital banner ads or social media posts with links . To drive awareness of the package , both partners worked closely to create an exclusive look into a highly anticipated and publicized exhibit via social video . Waldorf Astoria Chicago ’ s Chef Concierge Edward Tobin was identified
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as the ideal guide for this exclusive access on video that was shared on Facebook and Instagram .
“ Though we know social video performs best at 15 to 30 seconds , we purposely opted for a longer form video of 60 seconds to prioritize the storytelling aspect of this video ,” explains Melissa Lorenz , director of sales and marketing at Waldorf Astoria Chicago . “ With this extended length , we were able to better showcase our exclusive access to the Art Institute of Chicago and the knowledge of our staff , which helps us stand out among our market .” Results : Across both Facebook and Instagram , Waldorf Astoria Chicago received more than 36,000 impressions on the package , with 6,973 video views . The accompanying ads also drove nearly 500 clicks to the Waldorf Astoria Offers page . Runner Up : Turnberry Isle Miami
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Waldorf Astoria Chicago ’ s Chef Concierge Edward Tobin promoted the hotel ' s partnership with The Art Institute of Chicago on video . |
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28 hotelsmag . com October 2016 |