Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?- Introduce our brand to a younger audience - Showcase the uniqueness of our property and emphasize its proximity to NYC - Increase our followers and engagement on Facebook and Instagram - Increase website traffic

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.Our target audience for this placement was Young Professionals and Millennials, in the Tri-State area of New York City. We hoped to target an audience with an affinity for outdoor adventure, a desire to escape the city, and a longing for unique experiences.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.Planning/Collaborating Buzzfeed's Bring Me team are masters of social content creation. We relied heavily on their expertise to produce a "highly shareable" segment that resonates with a younger audience and showcase our high end property. The video is comprised of a compilation of footage taken with a simple iPhone camera along with professional drone footage. This combination creates a sense of “point of view” approachability while featuring the beauty of the resort and natural surroundings. We collaborated with the Bring Me producers on curating the content. Shooting/Editing for Mobile All shots were selected and edited together with mobile viewing in mind. For instance, the messages over the footage are pithy, down-to-earth, and in a large font that is legible to read on a mobile phone. The entire video is only 1 minute long so mobile users won't get bored and will actually view the entire thing. This content is specifically designed for social sharing on mobile devices.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?

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.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:https://www.facebook.com/buzzfeedbringme/videos/vl.1941506206166015/2124411054260378/?type=1

URL #2:https://www.instagram.com/p/Bjc2nq8lFps/?utm_source=ig_web_button_share_sheet

URL #3:

DivisionDigital Marketing

Sub-categoryDigital Single Item

CategoryNEW: Facebook Mobile Video Award

Entry TitleThis Castle is actually A HOTEL | Buzzfeed "Bring Me"

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisMohonk Mountain House is a National Historic Landmark Resort nestled in the mountains of the Hudson Valley, only 90 miles north of New York City. Family owned and operated since 1869, our resort has welcomed guests for 149 years - many of whom have been coming to the resort with their families generation after generation. Like most historic resorts, our challenge is to continually inspire the next generation of travelers and create Mohonk's brand ambassadors of the future.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?The key messages of this piece are: - Mohonk Mountain House is a unique destination that everyone should experience. - Mohonk Mountain House is a hidden gem for young people who want to de-stress - Mohonk Mountain House is not far from NYC and a great place to get out into nature - For 149 years, Mohonk Mountain House has offered timeless activities and experiences – nature, fun, and time to reconnect with friends.

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).This one piece of viral content posted to Facebook and Instagram was the most effective brand awareness tool of the year. • Our Facebook follower growth rate skyrocketed. In the week following the video being posted, we saw a 1370% increase in our weekly net growth of Facebook “likes” to our Mohonk Mountain House Facebook page. • On Facebook, the video itself has received over 1.9 Million views and continues to grow each day. It has generated 29,507 shares and more than 3,675 comments. • On Instagram, the video has received 80,759 views and more than 456 comments. In the week following the video being posted to social, we saw the following week-over-week growth to our website from MOBILE Facebook : • Website referral traffic from mobile Facebook users to www.mohonk.com increased 1049% • Pages per session from these users increased 75% • Avg. Session Duration from these users increased 25%

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. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. 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?