THE 14TH ANNUAL SHORTY AWARDS

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Special Project

Special Project NEW!

LG's The Check In

Entered in Email & Newsletters

Objective

LG’s The Check-In is a bi-monthly newsletter on the hospitality market and the technology that drives the guest experience. The Check-In is designed as a tool to showcase LG’s industry-leading hardware and software while keeping the LG team and customers up to date on the latest consumer trends, industry news and the LG Hospitality program updates.

LG’s The Check-In started as a response to the COVID-19 pandemic as a way for the Hospitality Team to stay in contact with their customers and provide insights during a very uncertain time. LG wanted to stay top of mind as many hotels decided to work on important renovations during down time and to also provide a space for hoteliers to turn to for understanding of the industry and recovery during the pandemic. 

Strategy

LG is a key differentiator in the industry, offering so much more than hospitality televisions. Its offerings include its high-performing, reliable and aesthetically enhanced televisions; innovative, standards-based system management solutions like Pro:Centric that enhance hotel efficiency and personalization; unparalleled service and support; and a culture of partnership with the best, most stable team in hospitality. The Check-In content promotes this message and humanizes LG’s hospitality business by highlighting team members in each story and featuring their headshots wherever they are mentioned.

The Check-In is designed to be as high-level or in depth as each audience member wants it to be. Each newsletter is distributed directly to the inbox of LG existing and potential customers with a preview or synopsis of each of the articles and a link to a Medium Blog with the entirety of each story. This allows customers to quickly flip through to find products, services or commentary on current trends easily but also allows them to go in-depth only on topics they want to.

Results

More than 16,000 hospitality professionals receive The Check-In with updates from LG’s team and other industry experts directly to their inbox every other month. The distribution has resulted in new sales leads, strengthened customer relationships and helped LG launch products. Select articles have also been featured in third-party industry newsletters and the Medium page has received more than 10,000 views. 

Members of LG’s executive team have used content produced in The Check-In to amplify their LinkedIn presence, resulting in more than 30,000 impressions and 1,000 reactions and comments.

Media

Entrant Company / Organization Name

Brand Definition, LG Business Solutions

Link