Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?1. Drive consideration to book a room at an All Suites brand a. KPI: Click Through Rate (CTR) amongst our audiences of Extended Stay Travelers

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.Extended Stay business and leisure travelers – people who have taken a 5+ night vacation or business trip in the past 12 months. Like most of us, they’re people that want a bit more room when they travel. They are also family oriented, value seekers and space seekers. Overall demographics are median Income: $75k+, Age Range 35-64, Married with Kids

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?We wanted digital banners that were hard hitting and got straight to our selling point: space while showing people what they could do with that space. For this, we had a unique need in terms of photography – it had to be striking, quick to the point, and visually appealing. We worked with a fantastic photographer, Winnie Au, to get ultra-saturated and colorful images in scenarios that spoke to our Extended Stay traveler set. Scenarios highlighted extended travel while also highlighting our brand amenities in a fun and cheeky way. Some of these include getting drinks with your co-workers at our managers reception, eating free hot breakfast with your partner as he steals a piece of bacon, snagging a bite of ice cream in our in-suite kitchen in your pajamas, and much more. The photoshoot for the banners was in January of 2019 and launched the next month in February.

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.All banner assets are running higher than benchmark. Homewood Suites specifically is performing at a CTR of 0.36% with our benchmark at 0.04%. Against our Extended Stay audience, the assets are performing strongly 9X higher than our CTR benchmark. Embassy Suites banner creative is driving a strong CTR of .40% against the benchmark of 0.04%. The banner ads on our media partner, Amobee, are also showcasing a 5.1% lift in Leisure consideration. Home2 Suites banner creative is driving a CTR of 0.341% which is also well above the benchmark of 0.04%.

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 - Digital Banners

DivisionDigital Marketing

Sub-categoryDigital Single Item

CategoryWeb Ad

Classification