Campaign Spotlight<br />28 April 2011<br />
3<br />
4<br />
5<br />
6<br />REINFORCE LOYALTY<br />Extend the brand experience <br />
7<br />Fuel Brand Advocacy<br />Engage fans online and let them amplify your message<br />
8<br />DRIVE TRIAL<br />Activate local communities through social programs & hotel exclusives   <br />
10<br />
W Taipei<br />11<br />
Awareness<br />12<br />
Engagement<br />Miss W<br /><ul><li>Host of W Taipei
Miss W shares her unforgettable moments with her fans
…and her fans only</li></ul>13<br />
Creative (Social Media Events)<br />Where in the world is W (Hiding)?<br />What are they doing?<br /><ul><li>Upload creati...
Nov – Dec 2010
	More than 300 photos submissions	More than 1,500 fans in a month</li></ul>14<br />
Creative<br />15<br />
Creative (Social Media Events)<br />W Welcomes Taiwan in 2011<br /><ul><li>Become a fan for a chance to book W Taipei for ...
	Feb – Jun 2011
	Rooms were sold out on 11 Feb 	Added 350 fans in 10 days</li></ul>16<br />
Creative<br />17<br />
18<br />
Introducing Mr W.<br />19<br />
20<br />
10 Ideas For Posts On Facebook Page<br />21<br />Link to guest comments from review sites<br />1<br />4<br />2<br />Keep a...
10 Ideas For Posts On Facebook Page<br />22<br />9<br />9<br />6<br />Encourage your fans to post something personal<br />...
SPG Passport to a Free Weekend <br />23<br />
Passport to A Free weekend<br />Test<br />Entice <br />Retain<br />Worthy message<br />Page 24<br />
Passport to A Free weekend<br />8 days of clues <br />One hotel a day<br />First 5 fans to check-in<br />Free weekend nigh...
Fans Engagement- Kaixin001.com<br />"I am here for my Free Weekend passport photo"<br />
Hotels Celebrated<br />
Member’s Story<br />Scott from Tianjin<br />Scott has been our SPG Gold member for over 5 years, he has stayed in almost a...
Member’s Story<br />Mr. Yu from Beijing<br />Mr.Yu went to Aloft Beijing Haidian only after the first clue was released, h...
Local PR Exposure and Hotel Online Support <br />
Fan base grew to 2000+<br />Page 31<br />
Made For China Campaign<br />32<br />To promote our double-byte booking engine<br />
Casting Call<br />33<br />Press Conference<br />PR & Social Media<br />Over RMB 2,600,000 ad value achieved<br />
Massive Coverage<br />34<br />
Episode Launches<br />35<br />Launch of<br />Episode 4<br />Launch of Episode 1<br />Launch of<br />Episode 2<br />Launch ...
Kaixin (http://www.kaixin001.com/xingyuantongxing)<br />36<br />Fans: 1773<br />Visits: 50525<br />
Upcoming SlideShare
Loading in …5
×

Campaign Spotlight Travel Conference, April 2011, Singapore

1,850 views

Published on

Viral videos or thousands of fans because will not guarantee sales if you cannot engage and build a relationship with your customers. However, engage your customer with original content and you will give them a reason to 'follow' you.

Published in: Business, Travel, Sports
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,850
On SlideShare
0
From Embeds
0
Number of Embeds
86
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Fans not equal booking
  • Viral online
  • with the same quality customer service, guest outreach and marketing strategies
  • Wall PostsPost once a day and prompt for responsesEncourage fans to post on pageFollow up on commentsAttach photosLimit length of postWrite in English and local language
  • Where in the world is W(Hiding)?Contest: Upload a creative photo of anything that comes in W shape to W Taipei Facebook PageDuration: 11/10 ~12/8/2010 (Selection: 12/8 ~12/13/2011)Result: I. More than 300 photos applied. II. Driven more than 1,500 fans in one month.W Welcomes Taiwan in 2011Contest: Become a fan on W Taipei and get the chance to book W Taipei for only TWD2,011 per person ( 100 rooms only)Duration: 2/1~6/30/2011Result: rooms were sold out on 2/11/2011. Driven 350 fans in 10 days.
  • Test consumers’ response for social media marketing in China
  • Press release was distributed announcing SPG free weekends and the kaixin promotion with the exposure received from the press and online,
  • Campaign Spotlight Travel Conference, April 2011, Singapore

    1. 1. Campaign Spotlight<br />28 April 2011<br />
    2. 2.
    3. 3. 3<br />
    4. 4. 4<br />
    5. 5. 5<br />
    6. 6. 6<br />REINFORCE LOYALTY<br />Extend the brand experience <br />
    7. 7. 7<br />Fuel Brand Advocacy<br />Engage fans online and let them amplify your message<br />
    8. 8. 8<br />DRIVE TRIAL<br />Activate local communities through social programs & hotel exclusives <br />
    9. 9.
    10. 10. 10<br />
    11. 11. W Taipei<br />11<br />
    12. 12. Awareness<br />12<br />
    13. 13. Engagement<br />Miss W<br /><ul><li>Host of W Taipei
    14. 14. Miss W shares her unforgettable moments with her fans
    15. 15. …and her fans only</li></ul>13<br />
    16. 16. Creative (Social Media Events)<br />Where in the world is W (Hiding)?<br />What are they doing?<br /><ul><li>Upload creative photo with W shape to win a suite or a stay!
    17. 17. Nov – Dec 2010
    18. 18. More than 300 photos submissions More than 1,500 fans in a month</li></ul>14<br />
    19. 19. Creative<br />15<br />
    20. 20. Creative (Social Media Events)<br />W Welcomes Taiwan in 2011<br /><ul><li>Become a fan for a chance to book W Taipei for only TWD2,011/person
    21. 21. Feb – Jun 2011
    22. 22. Rooms were sold out on 11 Feb Added 350 fans in 10 days</li></ul>16<br />
    23. 23. Creative<br />17<br />
    24. 24. 18<br />
    25. 25. Introducing Mr W.<br />19<br />
    26. 26. 20<br />
    27. 27. 10 Ideas For Posts On Facebook Page<br />21<br />Link to guest comments from review sites<br />1<br />4<br />2<br />Keep a Social Calendar<br />Surveys<br />3<br />5<br />Lucky draws<br />Photos<br />
    28. 28. 10 Ideas For Posts On Facebook Page<br />22<br />9<br />9<br />6<br />Encourage your fans to post something personal<br />Job Vacancies<br />7<br />Promote other businesses other than your own<br />10<br />8<br />Hotel Promotions<br />Short Videos<br />
    29. 29. SPG Passport to a Free Weekend <br />23<br />
    30. 30. Passport to A Free weekend<br />Test<br />Entice <br />Retain<br />Worthy message<br />Page 24<br />
    31. 31. Passport to A Free weekend<br />8 days of clues <br />One hotel a day<br />First 5 fans to check-in<br />Free weekend night at 920+ SPG hotels<br />
    32. 32. Fans Engagement- Kaixin001.com<br />"I am here for my Free Weekend passport photo"<br />
    33. 33. Hotels Celebrated<br />
    34. 34. Member’s Story<br />Scott from Tianjin<br />Scott has been our SPG Gold member for over 5 years, he has stayed in almost all brands of Starwood hotels, and he also brought two heavenly beds home! He is a huge fan of Westin!<br />
    35. 35. Member’s Story<br />Mr. Yu from Beijing<br />Mr.Yu went to Aloft Beijing Haidian only after the first clue was released, he said he felt Starwood will definitely promote the only Aloft in AP, and he got it right! He knows Starwood and our brands very well.<br />
    36. 36. Local PR Exposure and Hotel Online Support <br />
    37. 37. Fan base grew to 2000+<br />Page 31<br />
    38. 38. Made For China Campaign<br />32<br />To promote our double-byte booking engine<br />
    39. 39. Casting Call<br />33<br />Press Conference<br />PR & Social Media<br />Over RMB 2,600,000 ad value achieved<br />
    40. 40. Massive Coverage<br />34<br />
    41. 41. Episode Launches<br />35<br />Launch of<br />Episode 4<br />Launch of Episode 1<br />Launch of<br />Episode 2<br />Launch of<br />Episode 3<br />Watch and guess!<br />The Westin Paris - Vendome<br />Royal Orchid Sheraton Hotel Bangkok<br />The Royal Hawaiian, A Luxury Collection Resort<br />
    42. 42. Kaixin (http://www.kaixin001.com/xingyuantongxing)<br />36<br />Fans: 1773<br />Visits: 50525<br />
    43. 43. Weibo (http://t.sina.com.cn/xingyuantongxing)<br />37<br />Fans: 1659<br />
    44. 44. Characters come to life off-screen<br />38<br />
    45. 45. Starwoodmadeforchina.com<br />39<br />Episode 2<br />Episode 1<br />
    46. 46. Starwoodmadeforchina.com<br />40<br />Episode 3<br />
    47. 47. Join The Contest Page<br />3.<br />1.<br />2.<br />
    48. 48. 42<br />

    ×