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Campaign Spotlight Travel Conference, April 2011, Singapore
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Campaign Spotlight Travel Conference, April 2011, Singapore

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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 …

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

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  • 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,
  • Transcript

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