Capability: 
Market Communications
Axiom Tools: Event MarketingPRSocial Media
Business Objective
-
Increase hotel room bookings
Strategy
-
First-ever mystery road trip led by smartphones and social media
-
Guide blogger teams on a “Great Race” from Minnesota to Texas with video clues on smartphones
-
Leverage bloggers and social media to increase consumer engagement
Results
-
10% increase in room bookings
-
700+ news stories including multiple national news articles/broadcasts
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