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Moving the ‘Ultimate To-Do’ Forward

Moving the ‘Ultimate To-Do’ Forward. A National PR Campaign Highlighting HGI as a Leisure Travel Destination Recommended by Emanate Intern Team July 31, 2012. The Emanate Team. Georgina Taee Ultimate To- Do: Ride an elephant. Logan Spangler Ultimate To- Do: Live with Himalayan Monks.

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Moving the ‘Ultimate To-Do’ Forward

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  1. Moving the ‘Ultimate To-Do’ Forward A National PR Campaign Highlighting HGI as a Leisure Travel Destination Recommended by Emanate Intern Team July 31, 2012

  2. The Emanate Team Georgina Taee Ultimate To-Do: Ride an elephant • Logan Spangler • Ultimate To-Do: Live with Himalayan Monks Jahque Bryan-Gooden Ultimate To-Do: Horseback ride on the beach • Amie Kromis • Ultimate To-Do: Navigate a sailboat in the Caribbean Mindy Hu Ultimate To-Do: Learn how to surf in Hawaii • Caitlin McIntyre • Ultimate To-Do: Sail a hot-air balloon over Istanbul

  3. What Are We Trying To Do?

  4. Breathe New Life into the Ultimate To-Do List • Refreshthe ‘Ultimate To-Do List’ for • 2013: • Create a new contest format • Coordinate a launch event • Pursue a more targeted relevant audience

  5. So Who Are Families Today?

  6. They Are the Modern Family • Tech-Savvy Individuals • Collaborative Decision Makers • Social Media Enthusiasts

  7. Want Proof?

  8. The Research Supports Our Claim “Just over eight out of ten (81%) [kids] help plan what the family does and where the family dines out; nearly 7 in 10 help plan where to go and what to do on vacation.” (2011) “Before, kids had to fit into the parents’ lifestyle. Now, parents fit their lives around their kids.” (2012) • “[Teens] also have a lot of pull with their parents, who ‘offer an increasing amount of influence, even control, to the teens in the family.’” (2012)

  9. So How Can Emanate Help?

  10. Using Our Unique Planning Tool • Problem • HGI is currently viewed as a business hotel. We must increase HGI’s visibility as a leisure destination • Learning • The internet has ledthe Modern Family to share responsibility and decision making power. Everyone takes an active role in researching and evaluating destinations • Aha • Kids flex major muscle when the family makes travel plans and wield more buying power than ever • iNnovation • Hand over the power to the kids by having them choose their Ultimate Kidcation

  11. How Are We Going To Bring The Ultimate Kidcation To Life?

  12. In So Many Ways!

  13. Tactical Approach: Media Partnership • Description: • Team up with Disney and host Ultimate Kidcation contest on the Disney Channel website • Rationale: • Targets our demographic: kids ages 6-9 and tweens 9-12 • Reaches approximately 99 million U.S. households • Access to Disney’s diverse platforms • Pre-existing relationship with Disney

  14. Contest Details • Description: • Invite kids to upload their “Ultimate KidcationActivity” onto Disney.com • Showcase entries via our Virtual Scrapbook • Select top five highest voted photos • Rationale: • Encourages kids and tweens to flaunt their tech skills • Taps into this generation’s value of transparency • Empowers kids to choose the next family trip

  15. Tactical Approach: Survey Sample Survey Questions: • Description: • Survey 1,000 kids and tweens • Establish kids as key influencers to vacation decision making Kids: “Would you say you have a hand in making decisions for family vacations? Kids: “Did you get to go to the vacation destination you wanted to go to?” • Rationale: • Proves our hypothesis with concrete research • Attracts media attention • Engages kids Kids: “How much time do you spend gathering information through social media or the internet?”

  16. Tactical Approach: Spokesperson • Description: • Use Debby Ryan from the Disney Channel show “Jessie” • Organize SMTs, exclusive interviews and appearance at launch event • Rationale: • Generates media attention for target demographic • Represents the Modern Family

  17. Tactical Approach: Launch Event • Description: • Install platform in the Disney Store at Times Square • Kick off Kidcation with Jessie • Photograph people acting out their Ultimate Kidcation activity • Take Virtual Scrapbook live and transmit photos onto Disney screen • Rationale: • Drives people to submit entries • Sustains a mutually beneficial relationship with Disney • Pumps media up for the competition • Takes advantage of a family-friendly environment

  18. Tactical Approach: Street Teams • Description: • Position street teams with iPads in major cities • Announce locations via social media • Hand out HGI promotional swag bags and take pictures of kids acting out their “Ultimate Kidcation Activity” • Rationale: • Keeps momentum up at Kidcation’s halfway point • Extends publicity for HGI following the Ultimate Kidcation Kickoff

  19. What Will Media Be Saying About All This?

  20. Potential Media Headlines • “Hilton Garden Inn Partners with Disney to Launch the Ultimate Kidcation” • “Let the Little Ones Make The Major Decision Through Hilton Garden Inn and Disney’s Ultimate Kidcation” • “Parents Always Decide Vacation Plans? Think Again” • “Lights, Camera…Kidcation! Join Disney Channel Star “Jessie” in Times Square to Photograph Your Ultimate Vacation To-Do” • “80% of Kids Have a Part in Vacation Decision Making”

  21. When WillAll Of This Happen?

  22. Here’s The Program Timeline Survey Launch Kidnation National Media Push Street Teams Contest Finalist Phase Winner Phase Local Media Push

  23. How Will We Measure Our Success?

  24. We Will Define Success By: • Increase awareness for HGI as a leisure travel destination • Increase the number of family bookings at HGI • Increase HGI brand tracker results throughout the program timeline and into 2014 • Increase total of earned media placements • Increase overall media impressions • Increase the number of contest entries and votes • Increase traffic to HGI web platforms during contest

  25. How Much Do We Expect This To Cost?

  26. Preliminary Budget *HGI assumes use of Times Square Disney Store **HGI Street Teams Media Tour OOP expense depends on the number of locations

  27. How Do We Keep the Good Times Going?

  28. Take A Look At 2014 • “A Puzzling Vacation” • Online Puzzle • Kids must complete puzzle within allotted time (e.g. three weeks) • First kid to figure out the location and/or destination will win a vacation for their family • Kid Panel = KidNation • Three things kids should be ambassadors of in the hotel, e.g. the pool, breakfast menu, business room • The winner of the most creative idea will not only be a part of the global Kid Panel, but also gets to travel to another nation

  29. Any Questions?

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