The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

HOTEL BLOOM!


SCRATCH AND WIN YOUR CHRISTMAS GIFT! – HOTEL BLOOM!

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Best Hotel And Lodging Social Media Campaign

Audience The Christmas holiday campaign targeted a young audience of 25 to 45 years old Facebook users. In line with the hotel’s audience, the campaign targets a young but knowledgeable audience, with an international mindset. The message is fun and playful, inviting users to get rewards by participating in an online game. Goal Hotel Bloom! is active at staying in touch with guests and fans across a multitude of online touch points, including social sites or blog. The overall objective for Hotel Bloom! is to make creative use of social media to generate interest and attract attention from their young and savvy target audience. In particular, the goal of the Christmas campaign was to increase user engagement on the hotel’s Facebook Page, and provide a fun authentic experience for fans, in line with Hotel Bloom’s overall communication strategy. Furthermore, Hotel Bloom intended to use the viral aspect of the Facebook contest to extend their visibility in their fans’ social graphs and increase their fanbase. Results The contest had a positive effect on the overall Page performance, the week of the contest showing an 86% increase in total reach compared to the previous week. Subsequently, the number of people talking about the page increased by 33% for the same time period. Another noteworthy result was the viral component of the contest, as viral reach accounted for 83% of the actual reach for the week.

Contributors:

TRAVELCLICK, INC

Location: USA

About the Agency:

TravelClick offers innovative, cloud-based and data-driven solutions for hotels around the globe to maximize revenue. TravelClick enables over 38,000 hoteliers to drive better business decisions and know, acquire, convert and retain guests. The Company’s interconnected suite of solutions includes Business Intelligence, Reservations & Booking Engine, Media, Web & Video and Guest Management. As a trusted hotel partner with more than 30 years of industry experience, TravelClick operates in 176 countries, with local experts in 39 countries and 14 offices in New York, Atlanta, Bucharest, Chicago, Barcelona, Dubai, Hong Kong, Melbourne, Myrtle Beach, Orlando, Ottawa, Paris, Shanghai and Singapore. Additionally, the Company fosters more than 600 travel-focused partnerships for hotels to leverage.