SPECIAL REPORT
BOB
BY BRAND
HOLIDAY INN
INTEGRATED DIGITAL CAMPAIGN
IT doesn ’ t hurt to capitalize on successes outside your industry . For the Atlanta-based Holiday Inn , that meant tapping Gaten Matarazzo ( from Netflix ’ s “ Stranger Things ”) as the Summer of Smiles Kid Ambassador to drive engagement among families and kids , and to create social-driven content , including a Facebook Live segment that had
TIE
BY BRAND over 49,000 likes and 49 shares . Much of the social was driven by fun , onsite events like the brand ’ s first Chocolate Milk Happy Hour , a virtual bedtime story program for family members traveling on business , character breakfasts and a summer lending library . THE PLAN : The campaign ran from April through August and
OUTRIGGER
HOTELS AND RESORTS
THE PLAN : Boost hits to the Honolulu-based brand ’ s Facebook page and additionally target a Japanese audience . THE PRACTICE : The campaign was executed entirely in house from pixel placement to ad set creation and setting the campaign and ran for two months . In order to better reach a Japanese audience , the team translated copy and headlines into Japanese and developed a Japanese-language landing page . Total spent ? US $ 5,300 . THE PAYOFF : 402,876 total impressions with 4,157 link clicks and a conversion of US $ 110,514.01 THE RUNNER-UP : Rotana Hotel Management was oriented around on-property events developed for families , creating content opportunities . THE PRACTICE : By leveraging Facebook ’ s targeting and reserve buying system , Holiday Inn reached nearly 20 million people every six weeks approximately 1.5 times weekly . THE PAYOFF : The
BY PROPERTY
2017 Smiles Ahead campaign generated over 60 million more connections compared with 2016 . The brand reached 33 million travelers , nearly a 38 % increase year over year . To date , there has been a 5.39 % engagement
rate and 33.53 % video completion rate on paid media posts . The digital display received more than 62 million impressions and a US $ 1.70 return on ad spend . THE RUNNER-UP : Rotana Hotel Management Corp .
Watch Gaten Matarazzo of “ Stranger Things ” read Clifford and guzzle chocolate milk :
hotelsm . ag / HolidayInnStranger
Holiday Inn ’ s 2017 Smiles Ahead campaign generated over 60 million more consumer connections compared with 2016 .
AL GHURAIR RAYHAAN BY ROTANA
DUBAI
THE PLAN : Target community members across Facebook , Twitter , Instagram and Pinterest during the season of Ramadan in an effort to boost engagement . Al Ghurair Rayhaan also set a second goal , which was to increase revenue on its Iftar buffet , the sunset meal when Muslims end their daily Ramadan fast . THE PRACTICE : Partnership deals with international brands ( Air France KLM , Turkish Airlines and Nikon Camera ), helped offset larger costs for prizes , additionally contributing to a wider reach . The hotel itself spent an estimated US $ 500 on the effort . THE PAYOFF : For the month of Ramadan , the hotel increased its website traffic with a total of 49,016 page views and 346,000 impressions on Twitter . In addition , restaurant covers for the Iftar meal generated a 44 % revenue increase for 2016 ( AED 1,273,446 ) compared to 2015 ( AED 883,408 ) with direct revenue coming from a Facebook coupon promotion with 625 coupons redeemed and used . THE RUNNER-UP : Aloft Greenville Downtown
30 hotelsmag . com October 2017