THE REBELS 2016: MOST ORIGINAL CAMPAIGN

6 -min. read

On to the REBEL for MOST ORIGINAL CAMPAIGN: marvellous marketing that offers a new way to connect with travellers and takes a brand to the next level, from online content destinations to clever social media campaigns or an innovative series of events.

Discover this year’s shortlist below and remember to vote for your winner by 8 June. The REBELS will be revealed at Delano South Beach on 9 June at the official REBELS and Closing Party, brought to you by Travel+Leisure and hosted by Morgans Hotel Group.


ACE HOTEL DOWNTOWN LOS ANGELES: DEAR DTLA

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OBJECTIVE

To carve out a public space for art created by artists we love, Ace transformed the highly-visible billboard at our Downtown Los Angeles property into a unique canvas — providing a selection of our favorite artists in LA and around the world an opportunity to design a visual experience for residents and visitors of Downtown Los Angeles and beyond.

DESCRIBE THE CAMPAIGN AND EXPLAIN WHY IT WAS ORIGINAL

Combining the public, real-world visibility of the DTLA billboard with exclusive digital components — from .gifs and photographs to interviews, songs, even origami instructions — the Dear DTLA campaign uniquely linked the real-life visual experience to the digital realm; creating opportunities for hotel guests and passersby to have a fuller conception of the artist’s creative vision.

RESULTS

Providing eight artists — including Brian Roettinger, Robert Montgomery and Mariana Fernandes — the opportunity to amplify their voices to a massive audience, Ace was able transform its billboard into a platform in support of public artwork, with resonance in the streets of Downtown Los Angeles and around the globe. The project was highlighted by the L.A. Times, Cool Hunting, Blackbook and more.


ELMA ARTS COMPLEX LUXURY HOTEL: BOX LAUNCH CAMPAIGN

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OBJECTIVE

To expose the different sides of the Elma Arts Complex Luxury Hotel to the public; showing it is more than an art hotel – that it is a true state of the arts center offering concerts, shows and permanent and temporary art exhibits for local and international guests. This made the complicated the campaign as we needed to put through a story of this unique combination. The objective was to create a buzz and for people to talk about Elma.

DESCRIBE THE CAMPAIGN AND EXPLAIN WHY IT WAS ORIGINAL

The moment our owner, Lily Elstein, and the artist, Sigalit Landau unboxed the 26-ton marble sculpture by Sigalit Landau inspired the campaign. To emulate the delight of uncovering the centerpiece of the hotel, we spread actual boxes all over Israel. When people found them they found a prize which could be a night in the hotel, a treatment in the spa, tickets to concerts or a meal in our restaurant – the Oratorio. The same happened in the virtual world were we “placed” interactive boxes online. We combined printed and online advertising in banners and Facebook to direct people to look for these boxes in two stages – pre launch and during the campaign. People who did not win were invited to receive information and sign up for updates.

RESULTS

This campaign steered a discussion but also provided 50,231,444 impressions, 73% reach, 33,443 clicks, hundreds of Facebook shares, press coverage and new business leads. We also saw increased interest and direct phone calls. Following the campaign we commissioned an awareness survey and while the results are still being processed, the initial results are very good and the launch campaign is an integral part of the work that was done.


JOIE DE VIVRE HOTELS: THE GOOD MEASURE TOUR

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OBJECTIVE

The Good Measure tour hosted bands at Joie de Vivre’s eclectic hotels as they explored sense of place through sound. Noise Pop, an indie music champion, curated the lineup, and culture zine Boing Boing aired music sessions on Virgin America flights. In addition to bringing free, live performances to fans & guests, the tour was a platform to generate original content. Our Joy Ride blog housed behind-the-scenes videos & band interviews, & Good Measure mixtapes were released.

DESCRIBE THE CAMPAIGN AND EXPLAIN WHY IT WAS ORIGINAL

Born in San Francisco and music-obsessed from the start, Joie de Vivre Hotels, Noise Pop, & Boing Boing teamed up for Good Measure, a tour showcasing performances from local bands. Day Wave kicked it off at the Phoenix Hotel – the former motor lodge that launched JDV and has played crash pad for road warriors. Widowspeak, Chelsea Lankes & Surfer Blood played at Hotel Lincoln, Pacific Edge & The Hall, respectively, shining a light on how location can influence creativity.

RESULTS

With a combined social reach of 605k followers, Joie de Vivre, Boing Boing & Noise Pop co-promoted the tour sharing performance recap videos (45k views online) – which aired twice/hour on Boing Boing’s Virgin America in-flight channel – capturing 150+ photos, and reaching 292k people on Facebook with 3.2k likes, comments, and shares. Dedicated email blasts were sent to an audience of 600k+ subscribers, and #goodmeasuretour was used 150+ times on Instagram and Twitter.


PROVENANCE HOTELS

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OBJECTIVE

Inspiring travel between Seattle and Portland by tapping into the complimentary fan bases of the region’s premier ridesharing service, Uber, and its homegrown hotel company, Provenance Hotels, the campaign invited travelers to ride the rails with Amtrak and play in the city ‘next door’ through concurrent, geographically targeted outreach via email, in app alerts and social media.

DESCRIBE THE CAMPAIGN AND EXPLAIN WHY IT WAS ORIGINAL

It united mobile technology with traditional hospitality. It tapped into the expertise of Uber’s drivers to create print city guides for distribution at the hotels; identified and invited residents to ‘ride to win’ a getaway by entering a code in their Uber app; and used email and social outreach to encourage travel with special rates on Amtrak and an exclusive offer at Hotel Lucia and Hotel Max.

RESULTS

The campaign has not yet wrapped but, in the first seven days following launch it garnered nearly half a million impressions on Twitter. Uber riders and guests of Hotel Max and Hotel Lucia are being given the printed destination guides and making connections with the cities. Travelers are being engaged locally and encouraged to explore regionally. Both cities and all three companies benefit.


THE KNICKERBOCKER HOTEL: 109TH ANNIVERSARY

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OBJECTIVE

EVINS Communications sought to raise awareness about the hotel’s rich history by celebrating the hotel’s 109th anniversary since its original opening with a unique and creative campaign.

DESCRIBE THE CAMPAIGN AND EXPLAIN WHY IT WAS ORIGINAL

With EVINS counsel, the hotel offered a limited number of rooms at the original 1906 rate of $2.00 for one night stay on the 109th anniversary (Oct. 23). The contest was promoted online targeting online and social media influencers from Oct. 1-18 and the winners were announced on Oct. 20. Winners were selected randomly and invited to stay at the hotel on the evening of the 109th anniversary.

RESULTS

The eighteen day campaign received over 10,000 entries, nearly one million social media impressions and coverage from numerous media outlets including Travel & Leisure, Conde Nast Traveler, Town & Country, NBC New York and CNBC, resulting in over 320 million media impressions.


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