Winner: Hilton Worldwide - DoubleTree by Hilton DTour
To create a better way to plan and share trips, Hilton 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, Hilton launched “DTour of a Lifetime” – a contest to find six “DTourists” to travel globally as content creators while sharing travel highlights via blogs, videos & social media.
The hub is a successful tool utilizing locations to plan travel activities with exact pinpoints 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.
Hilton generated awareness and drove entries and content submissions to the hub map through social ad buys; U.K. travel blogger mixer; live Google Hangout with Google Travel; 350+ hotels’ social media channel extensions; travel TV host partnership for brand-first social media activities & satellite media tour.
During DTour launch, DoubleTree reservations increased 3.9% over that period in 2012, resulting in room revenue increase of 7.6% over that period in 2012, leading to the best summer the brand experienced to date. DoubleTree by Hilton’s DTour initiative resulted in 10.5K new Facebook fans, 3.9K new Twitter followers, and in terms of site traffic, garnered 7 million+ video views.
Honorable Mentions:
- Connect Marketing - Wedge Networks Overview Video
- PMK*BNC - Audi of America: The Challenge
- Weber Shandwick with Milk Processor Education Program – MilkPEP Stages a Battle with Protein Fight Club