Challenge

 

Increase hotel room bookings during the Great Recession

 

Strategy

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• Create a first-ever mystery road trip across America led by Smartphones and social media

• Guide blogger teams on a trek from Minnesota to Texas with video messaging on Smartphones

• Leverage bloggers and social media to increase consumer engagement

 

Results

 

• 10% increase in room bookings

• 86 million+ media impressions including multiple national and local news stories

• Event won 5 national awards

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Awards

 

• 2010 Gold Ava Award

• 2010 Gold Davey Award

• 2011 Bronze Telly Award

• 2011 PRSA Finalist - Industry Campaign of the Year