Social growth campaign for global hotel chain
Park Plaza Hotels & Resorts
Expanding Reach and Enhancing Control
Wonderful’s ongoing relationship with Park Plaza Hotels (including art’otel) has increased its reach across Facebook and Twitter with meaningful likes and followers. Our blend of social strategy and creative flare has aided a fast moving hotel chain make its mark online.
Our team’s use of industry leading social marketing software has given the PPHE Group full control of its social output. With many sub-brands and social channels to manage we have been able to collate PPHE’s social monitoring and output into something much more manageable and measurable and therefore strategic. The objective was to create an engaging 3 month campaign aimed towards customers who are on holiday at Park Plaza Resorts Croatia.
Capturing Memorable Moments
The competition started on a landing page that we had our designers create, informing guests on how they can enter. As the competition had to involve guests entering whilst they were on holiday, we kept it as simple as possible – upload an image from your stay at the Park Plaza Resorts in Croatia via Facebook, Twitter or Instagram using #ParkPlazaMoments and tagging Park Plaza’s relevant social page to win a 6 night stay in Croatia.
To engage with the relevant guests, we used our digital ecosystem social listening tools to find posts and conversations of those who were holidaying with Park Plaza in Croatia and interacted, directing them to the landing page, where it stated how to enter and what you could win. We also used Facebook and Twitter ads to create buzz for the competition, encourage engagement, competition entries, and building brand awareness for Park Plaza Hotels and Resorts.
Wonderful Creative Agency handles our online and social media advertising account and are a joy to work with. They have generated some fantastic results for us and have developed a clear and measurable strategy for a range of our advertising channels. We work with them on a number of pan- European campaigns and they always provide good strategy and creative execution.
– Ellen Ten Hove, Head of Online Marketing , Park Plaza Hotels & Resorts
80% of posts receiving audience engagement.
353% increase in Facebook conversions
12,500 targeted likes in 8 weeks
224,805 hits to the landing page
1024 competition entries
101,551 unique landing page visitors