Moving the ‘Ultimate To-Do’ Forward
description
Transcript of Moving the ‘Ultimate To-Do’ Forward
Moving the ‘Ultimate To-Do’ Forward
A National PR Campaign Highlighting HGI as a Leisure Travel DestinationRecommended by Emanate Intern TeamJuly 31, 2012
2
Georgina TaeeUltimate To-Do: Ride an elephant
Logan SpanglerUltimate To-Do: Live with Himalayan Monks
Jahque Bryan-GoodenUltimate To-Do: Horseback ride on the beach
Amie KromisUltimate To-Do: Navigate a sailboat in the Caribbean
Mindy HuUltimate To-Do: Learn how to surf in Hawaii
Caitlin McIntyreUltimate To-Do: Sail a hot-air balloon over Istanbul
The Emanate Team
3
What Are We Trying To Do?
4
Refresh the ‘Ultimate To-Do List’ for 2013:
• Create a new contest format• Coordinate a launch event• Pursue a more targeted relevant
audience
Breathe New Life into the Ultimate To-Do List
5
So Who Are Families Today?
6
• Tech-Savvy Individuals • Collaborative Decision Makers
• Social Media Enthusiasts
They Are the Modern Family
7
Want Proof?
8
“[Teens] also have a lot of pull with their parents, who ‘offer an increasing amount of influence, even control, to the teens in the family.’” (2012)
The Research Supports Our Claim“Just over eight out of ten (81%) [kids] help plan what the family does and where the family dines out; nearly 7 in 10 help plan where to go and what to do on vacation.” (2011)
“Before, kids had to fit into the parents’ lifestyle. Now, parents fit their lives around their kids.” (2012)
9
So How Can Emanate Help?
10
Problem • HGI is currently viewed as a business hotel. We must increase HGI’s
visibility as a leisure destination
Learning • The internet has led the Modern Family to share responsibility and decision
making power. Everyone takes an active role in researching and evaluating destinations
Aha • Kids flex major muscle when the family makes travel plans and wield more
buying power than ever
iNnovation • Hand over the power to the kids by having them choose their Ultimate
Kidcation
Using Our Unique Planning Tool
11
12
How Are We Going To Bring The Ultimate Kidcation To Life?
13
In So Many Ways!
14
Tactical Approach: Media Partnership
Description:• Team up with Disney and host
Ultimate Kidcation contest on the Disney Channel website
Rationale:• Targets our demographic: kids ages
6-9 and tweens 9-12• Reaches approximately 99 million
U.S. households• Access to Disney’s diverse platforms• Pre-existing relationship with Disney
15
Contest Details
Description:• Invite kids to upload their “Ultimate
Kidcation Activity” onto Disney.com • Showcase entries via our Virtual
Scrapbook• Select top five highest voted photos
Rationale:• Encourages kids and tweens to flaunt
their tech skills• Taps into this generation’s value of
transparency• Empowers kids to choose the next
family trip
16
Tactical Approach: Survey
Description:• Survey 1,000 kids and
tweens• Establish kids as key
influencers to vacation decision making
Rationale:• Proves our hypothesis with
concrete research• Attracts media attention• Engages kids
Sample Survey Questions:
Kids: “Would you say you have a hand in making decisions for family vacations?
Kids: “Did you get to go to the vacation destination you wanted to go to?”
Kids: “How much time do you spend gathering information through social media or the internet?”
17
Tactical Approach: Spokesperson
Description:• Use Debby Ryan from the Disney
Channel show “Jessie”• Organize SMTs, exclusive interviews
and appearance at launch event
Rationale:• Generates media attention for target
demographic• Represents the Modern Family
18
Tactical Approach: Launch Event
Description: • Install platform in the Disney Store at
Times Square• Kick off Kidcation with Jessie• Photograph people acting out their
Ultimate Kidcation activity• Take Virtual Scrapbook live and
transmit photos onto Disney screen
Rationale:• Drives people to submit entries • Sustains a mutually beneficial
relationship with Disney• Pumps media up for the competition• Takes advantage of a family-friendly
environment
19
Tactical Approach: Street Teams
Description:• Position street teams with iPads in
major cities• Announce locations via social media• Hand out HGI promotional swag bags
and take pictures of kids acting out their “Ultimate Kidcation Activity”
Rationale:• Keeps momentum up at Kidcation’s
halfway point• Extends publicity for HGI following the
Ultimate Kidcation Kickoff
20
What Will Media Be Saying About
All This?
21
Potential Media Headlines
“Hilton Garden Inn Partners with Disney to Launch the
Ultimate Kidcation”
“Let the Little Ones Make The Major Decision Through Hilton Garden Inn
and Disney’s Ultimate Kidcation”
“Parents Always Decide Vacation Plans? Think Again”
“Lights, Camera…Kidcation! Join Disney Channel Star “Jessie” in
Times Square to Photograph Your Ultimate Vacation To-Do”
“80% of Kids Have a Part in Vacation Decision Making”
22
When Will All Of This Happen?
23
Here’s The Program Timeline
April May June 2014 and Beyond
Survey Launch
FinalistPhase
Street Teams
National Media Push
Local Media Push
Winner Phase
Contest
Kidnation
24
How Will We Measure Our Success?
25
We Will Define Success By:
• Increase awareness for HGI as a leisure travel destination
• Increase the number of family bookings at HGI
• Increase HGI brand tracker results throughout the program timeline and into 2014
• Increase total of earned media placements • Increase overall media impressions
• Increase the number of contest entries and votes
• Increase traffic to HGI web platforms during contest
26
How Much Do We Expect This To Cost?
27
Preliminary Budget
Professional Services Fee OOP
Kidcation Survey: $10K $15K
Times Square Launch Event: $75K $75K
Disney Partnership: $50K $100-150K*
HGI Street Teams Media Tour: $15K $5-10K**
Sub Total: $150K $195-250K
TOTAL: $345-400K
*HGI assumes use of Times Square Disney Store**HGI Street Teams Media Tour OOP expense depends on the number of locations
28
How Do We Keep the Good Times Going?
29
Take A Look At 2014“A Puzzling Vacation” Online Puzzle Kids must complete puzzle within allotted time (e.g.
three weeks) First kid to figure out the location and/or destination
will win a vacation for their familyKid Panel = KidNation Three things kids should be ambassadors of in the
hotel, e.g. the pool, breakfast menu, business room
The winner of the most creative idea will not only be a part of the global Kid Panel, but also gets to travel to another nation
30
Any Questions?