Hotel Indigo social media
What did we do?
The InterContinental Hotels Group (IHG) are a big deal, so big in fact that they are the worlds largest hotel chain. As soon as we won the social media contract for their boutique hotel chain, Hotel Indigo, we set about researching everything about the brand. Who they are, who their customers are, their competitors, what they wanted to achieve both short and long term; all the info needed to get some cracking campaigns in motion that actually work for the brand and achieve objectives. Not just an online bit of fluff that doesn’t provide any ROI.
Hotel Indigo have a specific USP in that they are a pet friendly hotel that host ‘Canine Cocktail’ parties in several hotels across the USA. These hugely popular events weren’t being featured anywhere amidst the brands online (or offline) marketing campaigns. We initially leveraged these unique events on Twitter, which achieved high engagement rates, we went on to develop the pet friendly hotel niche on Facebook with all even information and imagery. To further engage Twitter users and generate more Facebook fans, we devised, developed and managed a $1 per “Like” campaign to donate funds to a U.S. pet charity. Tweeters and Facebook fans enthusiastically supported the cause and spread the word; resulting in a $10,000 donation to Adopt-a-Pet.com.
After building anticipation on Twitter about the ‘Free Weekends for Two’ campaign without exception and within seconds of posting winning Tweet details, phone lines at the designated Hotel Indigo lit up and the first five callers won a Free Weekend for Two. Each hotel worldwide received over 100 calls and offered a reduced rate for those who hadn’t won. The buzz, the branding and the social media strategy increased new hotel customers, generated high quality feedback and is a perfect example of a relatively quick and easy campaign to implement.
There were many more hugely successful campaigns, there isn’t enough space here to go into detail about them all! Give us a shout and we’ll happily tell you all about them.
What did we achieve?
Dog owners around the world retweeted Canine Cocktails event dates and hotel locations, many adding great, positive comments, others asked if a Hotel Indigo could open in their city so they could bring their dogs to a Canine Cocktails party. The brand quickly won admiration and generated bookings from consumers who hadn’t heard of Hotel Indigo prior to the campaign. Fan numbers and interaction stats increased exponentially as dog owners just couldn’t get enough of the ‘feel good factor’. People that didn’t recognise the brand prior proceeded to make the physical effort to stay at Hotel Indigo and were clearly proud to share their experience across all of their social media platforms.