Hospitality Sales and Marketing Association International

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Adrian Awards 2020

Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Grand Hyatt Vail had a unique advantage during the pandemic, an expansive amount of land for guests to safely and responsibly partake in outdoor activities. Grand Hyatt Vail turned to social media to advertise their socially-distanced playground in the famous mountain town of Vail, Colorado via their 100 Ways to Winter campaign. With an emphasis on outdoor recreation such as skiing, hiking, ice fishing, snowmobiling and more, Grand Hyatt Vail positioned themselves as the perfect, covid-friendly escape. This advertising campaign ran from July - October 2020. Two ad formats, Canvas and Collection, were leveraged to capture attention & deeply immerse users in the hotel experience. The goal of this campaign was conversion driven and expected to secure $20,000 in revenue.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Grand Hyatt Vail’s advertising campaign produced $30,668 in revenue (53% over goal). The collections ad format produced the strongest result producing 98% of the total conversions at a cost-per-purchase of $0.99. Among the collections ad target audiences, remarketing was the most successful contributing nearly double the number of conversions (602) than interest targeting (356). Additionally, this campaign reached 44K unique users and drove 767 unique clicks to the website.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Entry Title

Grand Hyatt Vail, 100 Ways to Winter

Division

Digital Marketing - Social Media/Social Networking