Choice Hotels Asia-Pac ‘TravelGrammer’
Choice Hotels Asia-Pac, one of Australia’s largest hotel franchise groups, has had its highly successful ‘Choice TravelGrammer 2016’ campaign recognised on a global scale at the 2017 International Business AwardsSM.
Choice Hotels took out the Silver Stevie® in the Communications or PR Campaign of the Year – Social Media Focused category.
The Instagram campaign was aimed at uncovering the next big travel influencer and showcasing the breadth of locations where Choice branded hotels are situated across Australia. Choice Hotels selected 20 budding travel Instagrammers to each experience a different location, and Choice hotel, within Australia on the same weekend, and encouraged the Instagrammers to share their unique events via
their social media channels.
TravelGrammer resulted in a combined reach of over 12,000,000, more than 100,000 interactions, a 40 percent social share of voice amongst Choice’s competitor set and a huge content library for future promotions. Choice Hotels also saw a spike in business sales and enquiries as a direct result from the campaign, with a 23 percent increase in room nights sold during the week following the TravelGrammer competition – the most nights sold in any one week for the entire year.
Choice Hotels Asia-Pac General Manager, Marketing, Matt Taylor said he was extremely proud to have the campaign recognised internationally against some of the biggest brands in the world.
“It’s fantastic to have our hard work recognised next to some of the best in the world,” said Mr Taylor. “We received an Asia-Pac Stevie award earlier this year for the same campaign and to now back that up with an International award is an extremely proud moment for the company and really acknowledges the creativity and out-of-the-box thinking that went into planning this campaign.”
“We’re hoping this year’s rendition of TravelGrammer will be even bigger and better,” continued Mr Taylor.
Choice Hotels’ 2017 TravelGrammer campaign will commence November 18-19. To follow the campaign’s success, simply follow the Choice Hotels Instagram page (@Choice_Hotels_AU) and search the hashtag #ChoiceTravelGrammer2017.
The International Business Awards are the world’s premier business awards program. All individuals and organisations worldwide – public and private, for-profit and non-profit, large and small – are eligible to submit nominations. The 2017 IBAs received entries from more than 60 nations and territories.
Stevie Award winners were determined by the average scores of more than 200 executives worldwide who participated on 12 juries