Red Lion Hotels Corporation
Spokane, Washington
Promotion: “Naked Stripped Down Rate”
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| Red Lion Spokane |
When marketing executives with Red Lion Hotels selected one of their summer marketing campaigns, they knew its moniker would draw attention. “Our public relations firm (Klundt | Hosmer) presented about 10 ideas to us. We knew the ‘Naked Rate’ wording would help click-throughs go through the roof,” said Sunny Matteson, director of marketing, Red Lion Hotels.
The Naked Stripped Down Rate offers Red Lion guests 30% off their stay at participating Red Lion hotels from 8 July through 30 September. The marketing campaign was partially designed as a test by the hotelier’s marketing team to determine whether a marketing campaign with zero advertising spend could be successful. “We have just used our social-media sites and the front page of our website. The click-throughs are just as high as the campaigns that we are putting advertising dollars into,” Matteson said.
In fact, the innovative campaign is currently contributing to 10% of all of Red Lion’s room bookings. “Our segment, midscale, is still struggling for (average daily rate). We are working to drive rates and at the same time we need to fill rooms and generate revenue,” Matteson said.
While Red Lion may conduct more campaigns via social media only in the future, its executives are not giving up on traditional advertising. In fact, Red Lion increased its budget for print, television and radio advertising this year, and decreased some of its internet ad spending.
Holiday Inn Hotels & Resorts
Atlanta
Promotion: “Pay it Forward”
Holiday Inn Hotels & Resort’s unique “Pay it Forward” social-media marketing campaign earlier this summer has paid off for the global hotelier.
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| Holiday Inn Soho |
This spring, marketing executives at InterContinental Hotels Group and Holiday Inn set out to develop a feel-good campaign. “Holiday Inn is all about the everyday hero and unexpected acts of kindness. The ‘pay it forward’ concept seems to come so naturally to our customers,” said Dell Ross, VP, U.S. sales and marketing for IHG.
So, from 28 April through 9 June, Holiday Inn invited its Facebook fans and Twitter followers to share stories about how they paid it forward. Once executives realized guests were fairly shy about sharing their good deeds, they turned the promotion around and asked visitors to tell their stories about how others did something wonderful for them.
“We nearly doubled the number of likes for our brand (26,775 likes by mid-August). We had an amazing amount of Twitter activity and hundreds of millions of media impressions. The message was resonating,” Ross said.
Default Ad Will Appear Here
Hoteliers are running several other unique marketing campaigns for summer and fall, including:
- Rosen Hotels & Resorts in Orlando recently announced “Florida Resident Distress Rates” for the 2011 hurricane season. At four of its properties, rates for evacuees are US$49.99 per night.
- The London West Hollywood in Los Angeles is sporting a “Go Topless” promotion. Starting at US$339 a night, the package features the use of a new Mustang convertible, overnight parking and complimentary breakfast. The campaign runs from 1 September through 31 October.
- Ashford Castle in Cong, Co Mayo, Ireland, is offering two “Hogwarts Halloween” packages from 28 October through 6 November that promise to make Harry Potter’s magical world come to life. One package includes a “Forbidden Forest” treasure hunt for families, a visit to the hiding place of Ashford Castle’s resident owl, a Harry Potter movie evening and a dinner for parents. Rates for the one-night packages start at £495 (US$709) and £950 (US$1,361) for the two-night package.
- The Lanesborough in London is offering two fall weekend getaway packages. The hotel’s “Timeless Weekend Getaway,” with rates starting at £250 (US$400), includes unlimited movies on demand, laptops in all guestrooms, 24-hour butler service, and tea and coffee service upon arrival.
- The Kessler Collection is offering guests 500 Marriott Rewards’ bonus points per night for two-night minimum stays when its guests forego daily housekeeping services.
- Waikiki Beach, Hawaii-based Aqua Hotels & Resorts celebrated its 10th birthday on 11 August with its “Aqua is 10!” special. Guests who presented a photo of themselves when they were 10 years old at check-in received a 10% discount at participating hotels.