How Four Seasons New York Used Shoutlet to Increase Summer Revenue


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Learn how Four Seasons New York increased their summer revenue by 5% with an integrated social promotion.

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How Four Seasons New York Used Shoutlet to Increase Summer Revenue

  1. 1. HOW FOUR SEASONS NEW YORK USED SHOUTLET TO INCREASE SUMMER REVENUE SUMMER-LONG INTEGRATED SOCIAL PROMOTION GENERATES AWARENESS AND BOOKS ROOMS GOAL GENERATE BRAND AWARENESS AND BOOK ROOMS Viewed primarily as a choice for business travel, the team looked to tap into a different demographic for the summer to increase revenue. With a familyfriendly and child-focused Facebook Contest called #MaxineTakesManhattan, the Four Seasons Hotel New York aimed to generate awareness about the hotel and increase weekend bookings for families during the summer months. CAMPAIGN INTERACTIVE AND INTEGRATED SOCIAL PROMOTION The friendly mascot, Maxine, a green fuzzy plush toy from the TY Monstaz collection, was selected to travel around New York City on extraordinary Big Apple adventures. Each week for 12 weeks, Maxine traveled to a new destination and Four Seasons fans guessed the location on their Facebook page. The hotel added each correct entry into a weekly random drawing and awarded one lucky winner a Four Seasons Gift Card. As well as online promotions including Facebook posts, cover photos, a Pinterest page, and unique hashtag, Four Seasons Hotel New York also promoted the contest at hotel check-in by taking photos of the family with Maxine, which turned into a postcard that appeared on their pillow with turn-down service. The team supplemented the contest with Instagram posts and kicked off the promotion with Maxine’s own Vine Video over Twitter and Facebook. Maxine coloring pages accompanied children in the restaurants and more than 25 pictures were added to a Maxine Facebook album. RESULTS 5% REVENUE INCREASE AND 10%+ FAN INCREASE 5% REVENUE INCREASE SUMMER MONTHS YTY Shoutlet, Inc. 2013 • v13.01 10% INCREASE IN FACEBOOK FANS 19% INCREASE IN TWITTER FOLLOWERS INCREASED BRAND AWARENESS • •
  2. 2. After launching the contest, the team noticed a significant boost in customer awareness online and an increased level of engagement in their Facebook community. Well-known “Mommy Bloggers” also picked up the contest and spread the word about Maxine and her travels and the family-friendly options at Four Seasons Hotel New York. With more than 190 contest participants, an increase in family travel during the summer, and guests asking about Maxine at Reception, Four Seasons Hotel New York declared the promotion a huge success. Shoutlet was our savior. It allowed us to bring an idea to life in a very easy way. Being in a small department, it was very helpful to be able to organize the promotion on the front end and then let the promotion run itself. Social Canvas allowed us to create a complex contest, to gather all the guest data in one place, and saved us time with all the scheduling features. With this promotion, we made some key relationships with guests that I’m confident will book with us in the future. Tiffani Cailor Director of Public Relations Four Seasons Hotel New York HOW SHOUTLET HELPED Four Seasons Hotel New York utilized Shoutlet’s Social Canvas™ and Social Contests features to implement and manage the Maxine contest. The team developed the creative and entry pages in advance and scheduled each weekly contest to publish automatically, allowing the team to set it and forget it. Social Contest management made it easy to track contest entries, page views, and overall fan data and analytics. The Shoutlet platform empowered the team to collaboratively create and manage a complex and dynamic contest, allowing Four Seasons Hotel New York to increase weekend bookings, position themselves as a NYC travel expert, and create a fun experience for their new guests. ABOUT SHOUTLET, INC. Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that enables marketers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its industry-leading, enterprise class functionality includes tools for social CRM, creative design, social listening, ads, workflow management, contest design and execution, and top-notch analytics for easy integration with the industry’s leading web analytics tools from Google Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives customers the control and flexibility they want and need, and is rooted in a strategic partnership that provides the necessary resources and counsel to execute successful social campaigns. Shoutlet, Inc. 2013 • v13.01 • •