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NEW YORK HILTON MIDTOWN

50TH ANNIVERSARY CAMPAIGN

IDEAS.

Our work for the New York Hilton Midtown included creating a celebratory campaign to commemorate the 50th anniversary of Hilton’s flagship property. Through a series of digital and experiential festivities, we shined light on the famed name with a website, social media campaign, as well as through the creation of the Random Acts of Hospitality on-property initiative. The social campaign’s focus was to drive awareness to the hotel’s notable history while increasing visitation by engaging followers through a fun and engaging Facebook sweepstakes.

WORK.

With a budget under $20,000, we utilized earned media and capitalized on the strength of the hotel’s growing Facebook fan base to create a sweepstakes, and drive users from the Facebook page to the 50th anniversary scrolling website developed by our UX and design team.

For the sweepstakes, we hosted five monthly contests for Facebook fans to win a three-night stay at the New York Hilton Midtown. Each contest post was paired with a themed graphic specific to each decade—60s, 70s, 80s, 90s, and 2000s—to showcase the legendary hotel’s 50 years of operation.

RESULTS.

750

sweepstake entries

Optimized CTR

(2.8%) to be 965% higher than the travel and leisure sector’s average (.263%)

6.9M

impressions

Optimized CPC

(18 cents) to be 49% lower than the travel and leisure sector’s average (35 cents)

7.25K

new Facebook fans

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