Since long term partnerships yield
far more impactful results than one
off partnerships, (including brand
association, ROI and credibility)
Travel Mindset didn’t want to stop
just with Instagram. We continued
to build buzz over the following
five months with Twitter Chats,
Facebook videos, blog posts, and
video embeds, all with click-able
links throughout. By the end we
were able to hit more than 261
million impressions, with over 5
million social media engagements
with the brand, 450,000 pageviews
of branded content, and over 100
static Instagram images that are
innovative and captivating instead of
heavily branded photos.
LET’S BACK
UP A LITTLE,
SHALL WE?
THE CHALLENGE
When Fairmont President’s Club,
Swissotel Circle and Raffles
Ambassadors all merged into Le
Club Accorhotels, the global loyalty
program for Accorhotels, in July of
last year, they had a few challenges
needing to be addressed with both
the current and potential loyalty
members. First, they faced minimal
brand recognition of the Le Club
AccorHotels in North America.
Secondly and most important
perhaps, was that Fairmont
President’s Club, Swissotel Circle
and Raffles Ambassadors were all
high-touch recognition programs
instead of traditional points
programs. Loyalty members were
worried about losing the personalized
benefits, tailored offerings and
unforgettable moments for which
they were known.
16 ILHA
THE SOLUTION
The brand’s solution was a multi-
faceted integrated marketing
campaign centered around a first-
of-its-kind immersive sensory
experience measuring biometric
reactions to gain deeper insights
into their guests wants and needs.
Known as the Seeker Project, this
interactive, online quiz measured
EEG, brain activity, heart rate,
and galvanic skin response data to
unlock guests’ true travel desires.
“Seeker not only uncovers true
travel desires, but demonstrates
how being a member of Le Club
AccorHotels opens the world up to
its members – to truly experience
luxury with benefits, exclusive
offers and privilege.”
There was no doubt that the
online quiz was quite unique and
cool. It felt above and beyond any
traditional loyalty member sign
up page. The question was how to
get people to engage with it, click
the link, learn more about Le Club
AccorHotels and ultimately sign up
to be loyalty members.
Travel Mindset, an influencer
marketing agency that specializes
in the tourism industry, proposed
a multi-channel social media
influencer marketing campaign.
Bringing on 10 influencers from
across North America with
Instagram audiences ranging from
750,000 to 55,000 and covering
niches (including culinary, family,
adventure, and girlfriend getaway)
we were able to share the Seeker
Project with an engaged segment
of the brand’s target audience.
Then each influencer embarked on
a personalized journey to show the
experience playing out in real time
in order to create original content.
The most important part of this
campaign was selecting the right
influencers, ones that had the
trust of their followers and created
content that made that audience
truly care. Travel Mindset vetted
over 100 pre-selected influencers
that had audiences in AccorHotels
target markets and narrowed that
list down to 10 powerhouses that
weren’t only hugely influential
on Instagram but also had blogs,
YouTube channels, books, and more.
Each influencer first introduced
the brand in a series of Instagram
Stories where they were filmed
taking the online quiz, sharing
their results and encouraging their
followers to swipe-up and take the
quiz themselves. With dozens of
different calls to action, including
the influencers asking their
followers to share their results with
them, followers were immediately
intrigued about the AccorHotels
brand as well as what their results
would be- leading to a fast increase
in loyalty member sign-ups.
Next up, the influencers each
embarked on a trip based off
their results, to explore and share
the different North America,
Canada or Caribbean hotels. @
DesignLoveFest explored the
design-heavy Montreal and the
Fairmont Queen Elizabeth. @
BrightBazaar set off to colorful
Bermuda and the Princess
Hamilton. @Ckanani had a
girlfriend getaway to Fairmont
Grand Del Mar.
@CalSnape embarked on an
adventure weekend to Fairmont
Kea Lani. @NewDarlings
had a foodie excursion at
Fairmont Washington DC. @
OrdinaryTraveler hopped on a
pre-winter fantasy trip to Banff
Springs @GettingStamped enjoyed
a couple’s getaway to Fairmont San
Francisco. @MaryLauren took her
family to Fairmont Chicago for the
first time. @HeyAshleyRenne had
a vegan culinary trip to Fairmont
Austin. And, @LaurenSWells
recreated classic Home Alone
Christmas scenes at The Plaza.
The individual properties helped