The Hyatt Union Square New York has been named one of New York City’s Best Hotels in 2014 by US News & World Report and has achieved the prestigious AAA 4 diamond rating. Last year it was a brand new, contemporary hotel that needed to gain visibility and brand itself in the large NYC hotel market. The hotel partnered with Milestone Internet Marketing to expand their Facebook audience and drive engagement as well as general property awareness within their weekend travel market.
To achieve this goal Milestone created a Facebook sweepstakes contest that would appeal to their target demographic of young, modern travelers. The winner received a two night weekend stay at the Hyatt Union Square along with a pair of Beats by Dre headphones. The contest was set up as a fan gated page on the hotel’s Facebook page, meaning users had to like the hotel in order to enter. They were then prompted to fill out a short entry form in order collect contact info and some basic demographics about the entrant that would provide valuable insight for future marketing campaigns. To expand the marketing reach further, social sharing buttons were included on the confirmation page, encouraging for contestants to help spread the word among friends.
The campaign ran for one month and concluded with outstanding results!
- 3,258 new Facebook Fans gained (1,398% increase)
- 650 unique entrants
- 55.2% greater average organic impressions on each Facebook post
- 100% greater average Likes on each Facebook post
A key component of a successful hotel social media campaign is to strategically spread your presence to potential fans and engage the ones you already have. A sweepstakes promotion is the perfect opportunity to do both at the same time. An indirect, but highly valuable, benefit of a sweepstakes is that it also grows your email list, enabling you to do direct marketing in the future, effectively increasing the lifetime value of each new fan.
Looking to grow your Facebook fan base? Find out how Milestone can help boost your social media presence. Click here to fill out our hotel social media marketing RFP, or contact us at firstname.lastname@example.org or (408) 492-9055
Jamie Lesperance, Sales & Marketing Specialist
Brittany Bingham, Sr. Strategic Manager