SPECIAL REPORT
and contributing to a record-setting 1,900 plus shares across the four Mexico properties ,” he adds . Budget : US $ 1,500 Target audience :
• Past / prospective guests of the Rosewood Mexico properties . ( Using Facebook ’ s pixel , the company was able to remarket to users who visited any Rosewood hotel ’ s website in the previous 60 days .)
• Household income over US $ 135,000 , frequent personal / business travelers and luxury lifestyle segments
Goals :
• Leverage native video on Facebook to drive reach and engagement
• Encourage social engagement in unique ways
• Cyclical cross-promotion of properties ROI : More than 3.4 million impressions on campaign content across the Mexico collection ’ s four resorts , outpacing the initial goal of 1 million impressions Judges ? Gray : I enjoyed the continuity and crossover branding . I feel , however , it could have used more unique call to
action items if each platform had its own creative and had not just ( used ) the same ( collateral ) on all platforms . It did , however , have a good “ voice .” Although not a social media-only campaign , it did augment the full campaign well .
Freeman : Real-time analysis of the campaign was successfully used to optimize content and exceed all goals .
Runner-up : Fairmont Hotels & Resorts
Watch a video from the campaign that has over 64K views : hotelsm . ag / Just20Seconds
BEST FACEBOOK BY PROPERTY
AMWAJ ROTANA
DUBAI
When Dubai-based Amwaj Rotana wanted to get some attention for its new shisha ( hookah ) lounge Fumo Lounge by Rosso , it used Facebook . From November through January , the 301-room property used paid boosted posts , live streams and a hashtag for Fumo Lounge , # SeeYouAtFumo . Guests of Fumo Lounge were encouraged to use the hashtag .
“ It isn ’ t sufficient to launch a campaign and let it run . It is important to continuously measure the impact of the
IT ISN ’ T SUFFICIENT TO LAUNCH A CAMPAIGN
AND LET IT RUN .
AMWAJ ’ S JASMINE ARIKA
campaign in terms of tangible results ,” says Jasmine Arika , director of marketing and communications at Amwaj . “ This is why we continuously measured the impact of the campaign on a daily basis to view the results such as daily revenue , number of covers , number of shishas sold , etc ., and to identify through which channels guests learnt of the new restaurant that had opened .” Biggest learns from the campaign ? “ A big budget wasn ’ t necessary to achieve our objectives ; the campaign just had to have the right targeting and consistency in order to reach the right audience and achieve the desired response .” Additionally , “ we had to be very particular in the targeting of this campaign , especially using English as the main language of communication .”
Budget : AED 2,000 ( US $ 544 ) over three months
Goals : To exceed total forecasted revenue by 20 % and exceed total forecasted Facebook campaigns reach by 25 %
Target audience : Guests from 25 to 50 years old who resided in the communities
An image used to promote Amwaj Rotana ' s Facebook campaign ,
# SeeYouAtFumo
close to the hotel and were fans of shisha ROI : Total revenue generated over the same three-month period was AED 359,011 ( US $ 97,727 ) with a total ROI of 1:179 . The hotel also gained 1,030 new Facebook fans , and the Facebook payper-click campaigns generated 8,430 link clicks to the dining section of the hotel ’ s brand website , which increased overall traffic and online bookings . Judges ? Puorto : Very good targeting , campaign setup and professional contents !
Gray : Good departmental collaboration , solid filter defining of campaigns and a clear perspective on KPIs and purpose of the campaigns .
Runner-up : AC Hotel Spartanburg
Watch a promo video for Fumo Lounge : hotelsm . ag / shishalounge
22 hotelsmag . com October 2018