We are delighted to announce that the Radisson Blu brand earned second place for "Best Use of Visual Networks" at the "2016 Social Hotel Awards" for its contextual marketing campaign at TBEX, the world’s largest gathering of travel bloggers, writers, new media content creators and social media savvy travel industry professionals. This edition was held in the premises of the Radisson Blu Mall of America - a great opportunity to raise awareness for the hotel and the brand that we just couldn't miss.
Now, we admit that "Contextual marketing campaign" might sound a bit abstract. What it means in a nutshell: the Radisson Blu marketing, digital and hotel teams engaged with attendees and speakers with exclusive, attention-grabbing Snapchat filters - a first for the brand.
And the innovative campaign paid off: it generated no less than 7,800 Snapchat impressions over a three-day period, which is 260 impressions per hour, on average! Add to that 84,000 Twitter impressions and mentions by key influencers while they were on stage and postings on Periscope. This boosted the volume of conversations around the brand and the hotel by a total of 42 percent!
For those who would like some more insight in the planning of the campaign, here's our three-phase approach:
- Before the conference, the hotel reached out to speakers and attendees via Twitter with posts like “We can’t wait to hear you speak about #Snapchat next week! Did you know we’ll have a Snapchat filter exclusively for #TBEX?”
- The second phase of the campaign, during the conference, included exclusive Snapchat filters: Travel Blogger of the Year and Travel Speaker of the Year, which let attendees and speakers personalize their messages with a Radisson Blu template.
- To drive post-conference engagement, the team Tweeted attendees to thank them for their stay, remind them to follow/like us and remind them that the story carries on with TBEX EMEA, held at the Radisson Blu Waterfront Hotel, Stockholm.