SPECIAL REPORT : SOCIAL HOTEL AWARDS
BEST INTEGRATED DIGITAL CAMPAIGN
The Pfister Hotel Artist In Residence explains her work in an online video .
BY BRAND
DOUBLETREE BY HILTON
DESCRIPTION : As part of the 2011 rebrand from DoubleTree to DoubleTree by Hilton , the brand launched the The DoubleTree by Hilton Cookie CAREavan Tour , a U . S . bus tour to deliver cookies to create awareness and engage its target demographic of 30- to 45-year-old male and female middle-class business travelers and families . The campaign included a Facebook app with a real-time map of where the cookie CAREavan was , relevant tweets in a real-time Twitter stream , a sweepstakes entry form for free stays at the hotels , YouTube videos , Flickr integration and Facebook sharing capabilities .
RESULTS : The campaign garnered 29,261 new Facebook likes — a 125 % increase — and 708 new Twitter followers , a 4 % increase . The CAREavan sweepstakes received 10,525 entries and added 767 Hilton HHonors enrollments .
RUNNER-UP : ( tie ) Fairmont Hotels & Resorts , Toronto ; Four Seasons Hotels and Resorts , Toronto
JUDGES ’ COMMENTS : “ Great way to highlight one of the brand ’ s differentiating features , engage with new and returning guests , and create original ideas that received sizable media attention .”
BY PROPERTY
THE PFISTER HOTEL , Milwaukee , Wisconsin
DESCRIPTION : The Pfister Hotel engaged social media fans to vote for an artist for the hotel ’ s annual Artist In Residence ( AIR ) program , in its fourth year . The hotel created six videos of the finalists and had its internal web team build a custom Facebook page application to cast votes .
RESULTS : The hotel received over 3,500 votes for the AIR finalists through combined digital and traditional methods , over 10,000 visits to the AIR Facebook voting tab and over 1,600 referrals from The Pfister Hotel website .
RUNNER-UP : The Betsy Hotel , Miami Beach , Florida
JUDGES ’ COMMENTS : “ The general leadership the hotel is showing to create a property artist in residence is phenomenal .”
www . hotelsmag . com September 2012 HOTELS 21