Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
1. Drive awareness of the All Suites partnership with Jonathan Scott and HGTV a. KPI: CTR on advertising units b. KPI: Entrants into the Sweepstakes
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
We focused on the traveler who needs the one thing they can’t get anywhere else: space.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
In late 2018, we began planning for 2019 media. During this process, we knew that our target audience had an interest in DIY/Home Improvement. We had an opportunity to partner with the Discovery network/HGTV and Jonathon Scott of the Property Brothers. We partnered with HGTV to create vignette style videos – versions per each of our suites brands- that highlighted property amenities in a fun and energetic way. In each vignette section, Jonathan talked about a brand value selling point: our property’s free breakfast, evening social, spacious Suites, and much more. Several versions of the vignettes were created - :30 version for on-air, as well as a :15 and :60 digital versions to be used on social media channels. With our videos, we created digital placements that highlighted the brand assets, and the partnership with Jonathan across social. To support the partnership, we created a sweepstakes where consumers could win $10K in cash, and seven free hotel nights.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
When every room is a suite there’s plenty of space to bring whatever you need on a trip -- so BRING IT!
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.
The digital units have achieved impressive CTR rates, with the Flex Driver leading the way with a 1.51% CTR in the month of August alone. To date, the sweepstakes is far outpacing HGTV’s benchmarks for a sweepstakes this size. A typical range of total entries is 1.1-1.5M, and by the end of August the Bring It sweepstakes has garnered almost 1.4M entries.
Entry Title
Hilton All Suites - Jonathan Scott Partnership and Sweepstakes
Division
Advertising
Sub-category
Advertising Campaign
Category
CONTEST/SWEEPSTAKES-Consumer/GroupSales/TravelTrade
Classification
Entry Award:
Silver