WALDORF ASTORIA

BY PROPERTY

FONTAINEBLEAU MIAMI BEACH

BEST FACEBOOK PAGE

THE PLAN : Grow the brand ’ s Facebook page , focusing on quality , using a combination of short form video , carousal posts and live event content . THE PRACTICE : Keeping the content strictly on social was the name of the game . Original 360 Video content capturing both Waldorf Drive and Waldorf Golf content was shared exclusively on Facebook ; ditto over 30 social-only video shorts cut from original video or curated from hi-res photography and turned into animations . THE PAYOFF : With an allocation of approximately US $ 8,000 shifted from the Paid Social Media buy put toward a boosting budget , the Facebook page for the McLean , Virginia-based brand gained 60,100 new fans ( 103 % of goal ), while quadrupling its Facebook engagement rate and increasing on-page impressions by 265 %. THE RUNNER-UP : Meininger Hotels

Not shabby :

A 14-second video of a hand

holding a green Fontainebleau water bottle

had over

29,000 views .

THE PLAN : Better understand and develop the hotel ’ s Facebook audience as well as generate innovative video content and create a cohesive aesthetic . THE PRACTICE : Strategic incorporation of shortform videos including stop-motion videos , cinemagraphs ( a still photo with minor and repeated video movement ) and time-lapse videos . And these are simple videos : a 14-second video of a hand holding a green Fontainebleau water bottle topped 29,000 views . A cinemagraph of two shakers pouring liquid into a cocktail from the hotel ’ s steakhouse received over 42,000 views , 583 reactions and 26 shares . THE PAYOFF : In 2016 , engagement on Facebook reached an all-time high of over 300,000 engagements with the assistance of 1.5 million video views , as well as US $ 200,000 in room bookings attributed to posts . THE RUNNER UP : Hotel del Coronado

BEST FACEBOOK PROMOTION

BY BRAND

FAIRMONT

HOTELS & RESORTS

THE PLAN : Raise awareness around Fairmont ’ s Canadian properties as the country celebrated its 150th anniversary . To do that , the Toronto-based company launched its Canada 150 Contest , offering the chance to win one of 150 room nights at any Canadian Fairmont destination and a grand prize trip to Montreal at the newly renovated Fairmont The Queen Elizabeth . THE PRACTICE : Once contestants registered , they could play the game for a chance to win the prizes , but they were also invited to return daily for more chances to win and received extra entries for sharing with their friends and via social media . Highly targeted , stylized Facebook ads with vintage illustrations of Canadian Fairmount properties promoted the contest and drove to a Canadian-themed game created for the contest . THE PAYOFF : The contest , which targeted Canada and the U . S ., generated 400,109 sweepstakes entries , 14,085 referrals , 56,525 registrations ( which exceeded the original goal by 88 %), and 370,456 instant win plays .

BY PROPERTY

BEACH ROTANA ABU DHABI

THE PLAN : Plan a family-oriented fitness day with free activities at the hotel ’ s recreation and fitness facilities , targeting local families with higher incomes . THE PRACTICE : The event was promoted on Facebook for two weeks with a total budget of AED290.85 ( US $ 80 ), with outreach aimed at Facebook groups like the “ housewives in Abu Dhabi ” and pages made up of European expats .

The goal was to highlight the property ’ s beach club facilities and sell different gym classes to beach club membership “ on the spot .” THE PAYOFF : The event campaign reached some 40,000 people on Facebook , with 837 people responding on Facebook . Ultimately over 500 people attended the event , which generated AED 171,000 ( US $ 45,550 ) and had an ROI of 1:566 . THE RUNNER-UP : Downtown Rotana Manama Bahrain

28 hotelsmag . com October 2017

HotelsMag October 2017 | Page 32