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.

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? Hospitality has been extremely hard-hit by the pandemic, with nearly 70% of hotel employees laid off or furloughed and 66% of hotels at or below 50% occupancy (American Hotel & Lodging Association). MMGY Travel Intelligence research also indicated that leisure travel will lead industry recovery. The Agency, in partnership with HSMAI, strived to unite the hospitality industry and offer a collective charitable response, providing immediate funds to hotels, plus a much deserved respite in the future for those who have put their lives on the line to care for the sick. To help jumpstart leisure travel, we launched Buy One, Give One, a “vacay layaway” program designed to generate immediate revenue for hotels, while simultaneously providing a “thank you” to frontline healthcare workers.. From May 1-July 31, 2020, consumers were incentivized to buy future travel with special offers ranging from discounted stays to gift cards to loyalty points for redemption prior to travel. In return, participating hospitality brands/hotels would donate room nights, gift cards or loyalty points to organizations including the American Nurses Association and NewYork-Presbyterian, among others, to distribute to medical professionals who can use them toward future leisure stays. We focused PR and marketing efforts primarily on tapping resilient travelers and members of hotels’ loyalty programs who would be the first to travel as restrictions were lifted. In less than 1 month, we conceived, created and launched an industry-wide program. We recruited and secured 40+ hotel/hospitality partners and 2 national charitable organizations; designed and activated buyonegiveonestay.com; developed a Tool Kit with resources, templates and rules of engagement for partners to execute the program within their own organizations and promote locally; and promoted the program through robust media relations targeted to national consumer lifestyle/travel and trade media and social media efforts.

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)The Buy One, Give One program was a resounding success, positively impacting the hospitality industry as it continued its recovery and consumers started traveling again. The program provided immediate revenue to participating hotels/hospitality brands with the purchase of more than 65,000 room nights for future stays. These partners then distributed the equivalent of 8,000 room nights to leading organizations including American Nurses Association and NewYork-Presbyterian for donation to their frontline healthcare workers as a well-deserved “thank you.” The “vacay layaway” results painted a promising picture that consumers are eager to travel again as restrictions continue to ease. This was further bolstered by MMGY Travel Intelligence’s Travel Safety Barometer survey, which tracks the impact of COVID-19 on the intentions of U.S. travelers. Its findings indicated that perceptions of travel safety continued to rise; interest in leisure travel reached a high in early October, with 45% of respondents reporting that they are at least somewhat likely to take a domestic leisure trip in the next six months. Results include: - Over 40 participating hotels/hospitality brands - 2 National healthcare charitable partners - 65,000 room nights booked - 8,385 donated room nights PR Results: - 59 press clips generated in prominent consumer and trade media including AFAR, Fox Business, Business Insider, Shermans Travel, Chronicle, Passport, Hotels, HospitalityNet, Hotel Business, Hotel News Now, Lodging, among others - More than 121 million media impressions Social Results: - 2,532,688 impressions - 31,892 engagements - 16,814 post link clicks - 85,048 video views - 64 published posts - 49 Posts Across Facebook and Instagram

Entry TitleJumpstarting Travel While Giving Back to Frontline Healthcare Workers with Buy One, Give One Layaway Vacay Program

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies