Winner: Hampton Hotels - Hamptonality Moments
Hampton Hotels wanted to discover ways to raise awareness of its distinctive personality and culture. It identified the perfect vehicle in a video series, "Hamptonality Moments," which featured real stories from real hotel guests. The series was an extension of the popular "Feel the Hamptonality" campaign, which highlighted the company's internal culture, product innovation and guest experiences.
The brand PR team identified methods through public relations, social media and promotional partnerships to further extend the message. Eventually, the videos were featured on Facebook, YouTube and Hampton.com and promoted via Twitter, marketing emails and website displays. Hampton Hotels engaged brand loyalists by partnering with the HHonors team to offer 500 Hilton HHonors points, in exchange for watching the videos and sharing with friends.
In the two-month window after its release, "Hamptonality Moments" accumulated more than 3 million video views and a 60% increase in Facebook fans. In addition, Hampton Hotels saw its guest loyalty and brand awareness shoot through the roof.
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