Submitted by fiona.mclean@u…
on Fri, 04/01/2022 - 12:41
Learning task 1: Best Marketing Operation 2016
Hilton’s 2020 campaign, To New Memories, was another insight-driven global marketing campaign. However, this campaign was built on the notion that travel memories are consumers’ most memorable and fondest moments. Due to the COVID-19 pandemic and the resulting global travel restrictions, Hilton encouraged people to relive their travel memories. The campaign aimed to remind people of their positive emotional connections with travel and reignite the desire to dream and start planning the next trip away. Like the campaign Stop Clicking Around, the To New Memories campaign was launched using an integrated marketing communications mix, including TV ads and social media (Twitter, YouTube, and Facebook). The suite of To New Memories videos on YouTube had over 25 million views (Hilton 2020). The following tables summarises the key aspects of the To New Memories campaign:
Established excellent emotional appeal to inspire reconnection and to take action to create new memories, which everyone missed fondly.
Distinctiveness
Insights-driven: Research reported that travel memories are some of consumers’ fondest moments and the majority are experiencing some form of travel memory deficit.
Value
Promotions: Offering loyalty members double rewards, including double bonus points, every stay and double-nights credits with books until the end of 2020
Omnichannel: Hilton website, Hilton Honors app, call centre and other accredited travel agents (Escobar 2020).
Relevance
Target audience: Leisure travellers including individuals, couples, families and friends of diverse backgrounds, cultures, ethnicities, ages, genders and sexual orientations.
Objectives:
Designed to reconnect consumers with the people and places they love after a long period of travel restrictions and lockdown
Inspire consumers to plan their next trip when the world is ready to travel again
Support the recovery from COVID-19 as travel restrictions are easing.
Implementation: Rolled out at different times in different regions, considering the recovery from COVID-19 is more evident in some countries, such as China and the USA, compared to others.
Integrated
Restore customer confidence: Integrated with programs and best practices to reduce the perceived health and safety risks, including:
Contactless arrival via online check-in and Digital Key through the Hilton Honors app
Hilton CleanStay program
Maximum flexibility booking options with free changes and cancellations (Hilton 2020b.
Integrated marketing communication mix: TV ads, online videos and other digital and social media content to achieve optimum outcomes.
Excellence
Established excellent emotional appeal to inspire reconnection and to take action to create new memories, which everyone missed fondly.
Examine the infographic, which showcases the To New Memories campaign and outlines some key measures of its success (Dietz & Seidel 2016; Hilton 2016). You can also read the full news release for the full details.
