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

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)

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.RHC Founder Rachel Harrison recognized the early impact of COVID-19 on the hotel industry. In the span of just a few weeks as the pandemic took hold across the world - and the U.S. - Rachel realized that the hospitality industry would be faced with an insurmountable challenge.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?With the goal to support hoteliers and everyone working in the hospitality industry around the world, the agency developed an initiative: Buy Now, Stay Later. The program enables travel enthusiasts to purchase hotel bonds for future stays at partner properties, generating revenue now for hotels when they need it most all while creating value for travelers planning future trips. With travel bans in place and many hotels in need of cash flow, RHC recognized a gap in the market for a platform that would benefit both consumers and hoteliers. By structuring the initiative like U.S. treasury bonds that mature in value over time, consumers are incentivized to purchase hotel stays now that can be redeemed when travel bans are lifted.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?• RHC developed the concept for the initiative and drafted message points and supporting messaging / FAQs • RHC collaborated with website partner, ELMNTL to design and launch a user-friendly site that connects consumers directly with hotels to purchase bonds. • Within the span of two weeks, RHC confirmed and listed 300+ hotel partners on the website • RHC pitched the launch of Buy Now, Stay Later to global media outlets • RHC coordinated numerous interviews with media ensuring early success of the initiative to quickly drive sales of bonds for hotels across the world Since March of 2020, the Buy Now, Stay Later initiative has quickly become a win-win for both hotels and their future guests: • 200k visitors were connected directly to the participating hotel properties to purchase bonds • Preliminary data from many partner hotels reported that thousands of bonds were sold • NYC & Company, New York City’s official marketing, tourism and partnership organization, promoted the program to member hotels • Media coverage included print, online and broadcast placements in The New York Times, Wall Street Journal, Fathom, Travel + Leisure,Washington Post, Condé Nast Traveler, CBS Chicago, Departures, and The Boston Globe

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? With travel bans in place and many hotels in need of cash flow, RHC founder, Rachel Harrison, recognized the impact of COVID-19 on the hotel industry early on. To fill this gap and support our hospitality friends worldwide, Rachel and the agency developed Buy Now Stay Later, an initiative that enables travel enthusiasts to purchase hotel bonds for future stays and generate revenue for those hotels - a win-win for both hotels and their future guests. By structuring the initiative like U.S. treasury bonds that mature in value over time, consumers are incentivized to purchase hotel stays now that can be redeemed when travel bans are lifted.

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)To execute the creation of the Buy Now, Stay Later program: -RHC collaborated with website partner, ELMNTL to design and launch a user-friendly site that connects consumers directly with hotels to purchase bonds -Within the span of two weeks, RHC confirmed and listed 300+ hotel partners on the website -RHC pitched the launch of Buy Now, Stay Later to global media outlets -RHC coordinated numerous interviews with media ensuring early success of the initiative to quickly drive sales of bonds for hotels across the world Goals achieved include: -200k visitors were connected directly to the participating hotel properties to purchase bonds -Preliminary data from many partner hotels reported thousands of bonds sold -NYC & Company, New York City’s official marketing, tourism, and partnership organization, promoted the program to member hotels -Media coverage included print, online, and broadcast placements in The New York Times, Wall Street Journal, Fathom, Travel + Leisure, Washington Post, Condé Nast Traveler, CBS Chicago, Departures, and Boston Globe

Entry TitleBuy Now, Stay Later

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies