We worked with Hilton to define the greatest opportunity for them in 2017. If we could help them to increase occupancy over the weekend we would be able to support them in hitting aggressive revenue targets for the year.
INTO THE FOLD
Whilst our competitors were launching with generic weekend trading offers, we uncovered a segment of Hilton’s target audience that could unlock the wider audience and act as leaders in our charge. There was a clear segment of our audience who currently rinse every drop out of weekends and make the most of every moment to do what they love and seek out new experiences. We named these people “The Weekenders”. If we could unlock them, they could start to do the job of spreading our message for us.
The campaign launched across the globe in high impact media as a celebration of these lovers of life with a call to arms to the wider world to #JoinTheWeekenders.
Our challenge to “Join The Weekenders” made involvement for the wider public easy, and the campaign is currently playing out through the portfolio’s social channels with a robust numbers-driven influencer strategy going live shortly.
Early days so far, but let’s just say early indications are that the numbers are heading in the right direction fast.