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:
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.

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.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

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?

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).

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?

Entry TitleHilton All Suites - Jonathan Scott Partnership and Sweepstakes

DivisionAdvertising

Sub-categoryAdvertising Campaign

CategoryCONTEST/SWEEPSTAKES-Consumer/GroupSales/TravelTrade

Classification