SPECIAL REPORT
BEST DIGITAL VIDEO
BY PROPERTY
FOUR SEASONS
BOB
HOTEL GRESHAM PALACE BUDAPEST
Video made all the difference here , all the more so as this was the hotel ’ s first real-time experiment with the medium at this level . “ Budapest Now ” is a series of documentary-style minute-and-a-half videos , all intended to sell Budapest as the place for young people while tying that youth and excitement back to the property . One video in particular : Two ballerinas , a real-life couple , rehearsing and ultimately performing in a production at the Hungarian state opera house . To ease those weary muscles , the two end up at the spa at Four Seasons Hotel Gresham for dual massages .
The hotel ’ s director of marketing , Drew Clarke : “ As first time video content creators , we learned quite a lot . For example , the equipment we used was only one camera and no extra lighting . Therefore we ' re dependent on the weather , which of course never cooperates the way you want it to . We also learned that the best moments to capture come naturally , and since these weren ' t actors , it was very important to have the camera rolling precisely when a great genuine moment was going
Still shot from “ Balance ,” part of a series of short films created by the Four Seasons Hotel Gresham Palace Budapest .
As first time video content creators , we learned quite a lot . For example , the equipment we used was only one camera and no extra lighting .
to take place .” THE PLAN : Budapest is for an older generation , right ? Wrong . This campaign set out to show the city ’ s vibrancy and youth , and tie it to the property . THE PRACTICE : It was the hotel ’ s first video campaign and resources were bare bones . No production company or outsourced help , aside from videographers that the hotel paid € 300 ($ US353 ) per video . Organization was crucial to capturing real experiences and reactions without having to rely on cutting or reshooting . THE PAYOFF : All of the videos received from 3,000 to 11,000 views . Videos with partners ( Europe ’ s biggest music festival , Sziget Festival , etc .) reached a higher audience and had more tags , shares and views . The plan
Watch the to partner with local brands and ballerina-driven
events has also resulted in longer short film “ Balance ”: collaborations that have set the hotelsm . ag / stage for future projects for the Budapest
upcoming year .
Ballet
Exterior of the Four Seasons Hotel Gresham Palace Budapest .
BY BRAND
ITC HOTELS
THE PLAN : Use video and user-generated content to highlight the nuanced components of the Gurgaon , India-based brand ’ s commitment to “ Responsible Luxury , moving away from the perception that that term refers only to green practices . THE PRACTICE : Invite 20 online influencers to stay at an ITC hotel and discuss the idea of responsible luxury , in the form of video diaries . A dedicated microsite ( www . responsibleluxuryfellowship . in ) was then developed showcasing the influencer videos as well as additional video content . THE PAYOFF : With 82 videos total , the Responsible Luxury Fellowship campaign is the largest influencer-led video campaign by a brand across India . The campaign ultimately had a cumulative 1 million video views across Facebook and YouTube , and 75 million impressions across social media platforms , with a reach of 6.7 million . THE RUNNER-UP : Fairmont Hotels & Resorts
32 hotelsmag . com October 2017