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From the 6th Annual Shorty Awards

Hilton Worldwide – DTour Hub

Entered in Travel, YouTube, Video


To create a better way to plan and share trips, we worked with Google to build DTour, the first-ever YouTube channel integrating all major social media networks to make sharing travel moments easy. To engage travelers, we launched “DTour of a Lifetime"–a contest to find 6 “DTourists" to travel globally as content creators and share highlights via blogs, videos & social media. These winners act as the travel ambassadors who capture experiences for inspiring others who visit DTour. This plan resulted from a Google study that revealed 70% of people don’t know where they want to go when they first plan their trip, leaving DoubleTree to help travelers plan & live like locals while on their trips. We generated awareness & drove content submissions to the hub map through social ad buys; U.K. travel blogger mixer; live Google Hangout with Google Travel; 350+ hotel’s social media channel extensions; travel TV host partnership for brand-first social media activities & satellite media tour. The hub is a successful tool utilizing locations to plan travel activities with exact pin-points for recommendations of things to do located within the map functionality. Consumers can see what has been recommended nearby their current location. When a person checks-in on Foursquare, tips & links to the DTour hub are provided for things to do nearby their current location.We’re on track to surpass goals by May 2014: 7.6% increase in revenue YOY during launch, 296.6M+ impressions, 143.8K+ site visits, and 3% increase in online awareness/positive sentiment. months. Key performance indicators included increased revenue, social growth & engagement for DoubleTree’s social channels, traffic, video views & content submissions to the DTour site. Revenue: During DTour launch, DoubleTree reservations increased 3.9% over that period in 2012, resulting in room revenue increase 7.6% over that period in 2012, leading to the best summer the brand experienced to date. Social: 14K new Facebook fans, 8K new Twitter followers, 1.7K sweepstakes entries. Mixer with Traverse Events in UK reached 135 key travel bloggers/influencers. The Motherhood Twitter party secured 10.2M impressions. Google Hangout has 6.5K+ views. Reddit “Ask Me Anything" sparked 44 comments. 3.6K+ mentions of #DTour on Twitter. Promoted tweets generated 13.5 Million+ impressions and 185K clicks to DTour site. Facebook promoted posts generated 296 Million+ impressions and 266.7K+ clicks to DTour site. Site Traffic: 9M+ video views, 4x YouTube subscribers, 143K+ visits, 1.7K+ content submissions.

Strategy and Execution


Entrant Company / Organization Name

DoubleTree by Hilton Hotels


Entry Credits