Disrupting the Disrupters
Brand differentiation for hotels is difficult in a crowded, competitive, and disrupted marketplace with players like Airbnb, Home Away and others.
So how does a hotel brand cut through the noise to deliver its brand promise – Get Together Here – in a way that resonates with travelers? How can a hotel brand create consideration based on preference, rather than price?
Telling a Compelling Story
We used creative storytelling. And to get the story, we needed to get the people; a genuine group who truly deserve a get together.
The Meet Me at Clarion contest began as an idea and a destination. To create an amazing experience for one deserving winner and 5 friends in Nashville, TN.
Yes& set to work and ultimately built an experience that was anchored with 3 nights at the Clarion Hotel in Nashville, and a full itinerary of experiences including a private tour of the Jack Daniel’s Distillery, a night of honky tonking, and the ultimate culmination of seats at the 2017 CMA Awards, live at Bridgestone Arena.
A custom contest landing page was built to take in entries, and the contest was promoted through Facebook advertising, digital display advertising, and email marketing.
To enter the contest, entrants were asked to tell their story about the importance of getting together with those that matter most.
Taking Nashville By Storm
There was over a 200% increase in the amount of entries from the previous year.
But ultimately, one deserving entry stood out; an Army Veteran, and 5 of his brothers in arms…many who had not seen each other in 11 years since their deployment.
The Clarion brand story was theirs to live in Nashville.
Their entire get-together was captured on film, and their story was told on social media.