INTEGRATED MOBILE & SOCIAL MEDIA CAMPAIGN

BOOSTS BOOKINGS

Capability: Market Communications

Business Objective

  • Increase hotel room bookings during the Great Recession

Strategy

  • Create the first ever mystery road trip led by smartphones and social media
  • Guide blogger teams on a trek from Minnesota to Texas with video messaging on smartphones
  • Leverage bloggers and social media to increase consumer engagement

Results

  • 10% increase in room bookings
  • 86+ million media impressions including multiple national news stories
  • Event won 5 awards:
               2010 Gold Ava Award
               2010 Gold Davey Award
               2011 Bronze Telly Award
               2011 PRSA Finalist- Industry Campaign of the year

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