Shell Vacations Hospitality announces receipt of the “Best in Show” Spectrum Award from AMA Phoenix, for the “12 Days Before Black Friday Travel Sale & Scavenger Hunt”. The multi-channel marketing campaign, launched together with Shell Vacations Hospitality partners Hospitality eBusiness Strategies (HeBS Digital) and BLAZE PR, also won in the following categories at the 2011 Spectrum Awards:
- Interactive/Online – Online Marketing Campaign
- Interactive/Online – Microsite
The “12 Days Before Black Friday Travel Sale & Scavenger Hunt” microsite, designed by HeBS Digital, launched on October 31, 2010. The daily scavenger hunt ran for 12 days leading up to Black Friday. A collaborative effort by all three companies, the campaign was a resounding success in terms of revenue, viral buzz and media coverage. Historically a slow booking period for hoteliers, the sale generated over 2,000% ROAS, significantly added to Shell Vacations Hospitality’s social media following, and increased the brand’s email and mobile opt-in lists. BLAZE PR secured campaign coverage on CNN.com, AOL Travel Online, BusinessReviewUSA.com, Budget Travel, TravelwithVal.com, WTSP.com and more.
Consumers were requested to spread word of the sale through social media sites such as Facebook, Twitter, Digg and YouTube. Daily prizes included single-night complimentary stays in Las Vegas, given to 12 winners on the 12th day, five-night stays at any Shell Vacations Hospitality resort, and more. The grand prize was a five-night stay at a beachfront resort in Kauai, including an airfare voucher. The grand prize was awarded at random to one of the entrants who collected all 12 clues by returning to the interactive site each day.
“Shell Vacations Hospitality is proud to accept these prestigious awards” said Shallana Lynn Edwards, Director of eMarketing. We achieved all of our campaign goals of boosting year-over-year revenue on the website, increasing awareness of Shell Vacations Hospitality’s discounted rates to 20 destinations, and considerably increasing our social media, email and mobile opt-in lists for future marketing efforts. Shell Vacations is thankful that AMA Phoenix has recognized the creativity and results of this campaign, and for the support provided by our partners BLAZE PR and HeBS Digital. ”
The awards were presented at the 2011 Spectrum Awards ceremony, held this past May at the Sheraton Phoenix Downtown. AMA Phoenix granted 42 awards in 11 categories, including one “Best in Show” award that carried across all the categories. In addition to earning the “Best in Show” title, Shell Vacations Hospitality garnered recognition for “Best Online Marketing Campaign” and “Best Microsite,” both of which fell under the Interactive/Online category.
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