How Four Seasons increased revenue with a genius social promotion
The Four Seasons Hotel New York is a classic choice for business travelers, but over the summer when business travel slows down, the luxury hotel looked for a new target audience to increase bookings and revenue. To do so, they targeted families with a social promotion to generate awareness about the family-friendly amenities and options. As a result, Four Seasons New York increased their summer revenue year-to-year by 5% and grew their social community by double digits.
How they made it work:
- Created a 12-week social promotion for customers to guess the location of the friendly plush toy Maxine as she traveled around Manhattan.
- Integrated the digital #MaxineTakesManhattan campaign with on-site elements including photos with Maxine at hotel check-ins that became postcards placed on pillows during turn-down service and Maxine coloring pages in the restaurant.
- Targeted Mom bloggers with the promotion to create awareness of the Maxine promotion and the family-friendly amenities at the Four Seasons Hotel New York.