DoubleTree by Hilton is a rapidly growing international collection of upscale hotels that span a variety of metropolitan areas and vacation destinations across more than 360 locations, 31 countries and six continents. At DoubleTree by Hilton, we believe the little things mean everything when it comes to a great travel experience. In order to help create awareness and generate buzz around the partnership and merger of DoubleTree by Hilton and Tropicana Las Vegas, we kicked off the announcement in a big way with a Vegas VIP weekend giveaway. This campaign was designed to expand DoubleTree’s social media footprint to a new audience at Tropicana Las Vegas, reach a new audience of potential guests and continue to build relationships with existing guests. Our Marketing Objectives included: 1. Generate awareness and excitement around the partnership and merger of DoubleTree by Hilton and Tropicana Las Vegas 2. Grow engagement and “community" for DoubleTree by Hilton and Tropicana Las Vegas among the general consumer base 3. Reach new potential guests and build relationships with existing guests 4. Increase DoubleTree by Hilton Facebook likes and Tropicana Las Vegas Facebook likes To accomplish this campaign, we used DoubleTree and Tropicana’s social media footprint to reach a new audience of potential guests as well as continued to build relationships with existing guests to create awareness and introduce Tropicana’s audience to the DoubleTree brand – where the little things mean everything when it comes to great travel experiences. We launched a contest to bring a VIP Vegas experience to our fans to celebrate the partnership in a big way with a prize package that fans would be excited about. The platforms and communication channels used for this campaign included a Facebook sweepstakes app with fan-gating, share capability within the app after entry, posts to create awareness and drive traffic for entries through Facebook, Twitter, Google+, Instagram and Pinterest. The app lived on both Facebook pages for additional reach and awareness. The campaign was also supported through DoubleTree’s email newsletters during the promotional period as well as PR media outreach. The key performance indicators for this promotion was to bring engaging programs to our fans/followers, increase our pool of potential customers to market back to, encourage high engagement with the DoubleTree by Hilton and Tropicana Las Vegas brands, and celebrate the partnership of DoubleTree and Tropicana Las Vegas. Our successes included: More than 5,000 sweepstake entries More than 600 mentions on Twitter More than 10,000 app views on the DoubleTree brand Facebook page More than 4,200 new likes on Facebook More than 50 new followers on Twitter Engagement with the posts: Facebook posts reached over 37K people and 3,500+ people were talking about us on average per day. We tapped into consumers’ behavior of how they interact with social media and travel planning. Knowing that Vegas is a key vacation destination and people really like to talk it up and go big, we wanted to get our audience excited about the possibility of winning this VIP experience and share with us and our followers what Vegas adventures they were dreaming of.
General messaging for this campaign included posts such as: “To celebrate Tropicana Las Vegas becoming a DoubleTree by Hilton, we’re giving away a VIP Vegas weekend getaway. One lucky winner and guest will experience the ultimate VIP Vegas getaway at Tropicana Las Vegas. Enter for your chance to win by telling us who you’ll be taking with you on this getaway and what you are most looking forward to about this Vegas adventure."
