Editor's Note: This post was originally created by Spredfast before the Spredfast + Lithium (now Khoros) merger.
The Four Seasons Hotel New York is a classic choice for business travelers, but over the summer when business travel slows down, the luxury hotel looked for a new target audience to increase bookings and revenue. To do so, they targeted families with a social promotion to generate awareness about the family-friendly amenities and options. As a result, Four Seasons New York increased their summer revenue year-to-year by 5% and grew their social community by double digits.
How they made it work:
- Created a 12-week social promotion for customers to guess the location of the friendly plush toy Maxine as she traveled around Manhattan.
- Integrated the digital #MaxineTakesManhattan campaign with on-site elements including photos with Maxine at hotel check-ins that became postcards placed on pillows during turn-down service and Maxine coloring pages in the restaurant.
- Targeted Mom bloggers with the promotion to create awareness of the Maxine promotion and the family-friendly amenities at the Four Seasons Hotel New York.
Tracking lovable plush toy Maxine in the real, vibrant environment of NYC inspired customer exploration and brand love alike for Four Seasons Hotel New York.