ATLANTA: Holiday Inn has kicked off the final installment of its 60th anniversary campaign by creating an interactive mosaic of consumer stories and photos.
For the last phase of the initiative, which launched in August, the InterContinental Hotels Group brand developed the HolidayInn60.com site to serve as a home for the 1,100 stories and “then and now” photos submitted by consumers in 14 countries, said Verchele Wiggins, VP of global brand management for Holiday Inn Family of Brands. The microsite, which will stay live through the end of this year, was developed with digital agency Zaaz.
The brand announced a grand prize winner, who was awarded a week-long vacation at any Holiday Inn, on the microsite and its Facebook and Twitter pages.
In addition to engaging consumers with a mosaic that allows them to click on photos and see stories about “likeminded” people, Wiggins said the brand included a puzzle in the photo montage.
“When you think of this idea of the final installment, we wanted to make sure we put a little extra layer of excitement in there,” she explained.
The puzzle “doesn't allow consumers to get bored” by allowing them to unlock other Holiday Inn mosaics and fun facts about the brand, Wiggins said.
To spread the word about the grand prize winner and the site, Holiday Inn is connecting with fans on its social channels and encouraging consumers to use their own Twitter, Pinterest, and Facebook pages. Since the campaign launched this summer, the brand's Facebook “likes” have increased by 130% or 200,000 fans.
Wiggins said using social media allows the hotel chain to speak to consumers in a “very organic” way.
Holiday Inn is working with Weber Shandwick to promote the campaign on social and traditional media and to bloggers, she added. The brand used no traditional advertising for the 60th anniversary initiative.
“We really want to close the loop on the 60th and give our guests the opportunity see how it all came together and really celebrate them and their stories,” explained Wiggins. “It gives us an opportunity to repeat the stories but in a very global way, but build those connections between people so they can see how the world is actually a lot closer to home than you think.