Henri Bendel Birthday Bash
Overview & Challenge
Create and implement a successful summer social media sweepstakes through the Solmar Hotels & Resorts Facebook page with the added support and prize contribution of a strategic, co-branded partner. Boost Solmar Hotels & Resorts Facebook page’s audience reach and generate positive and excited responses among participants.
Research and select a promotional partner who would bring the following items to the table:
a robust social media audience
active cross-promotion of the sweepstakes on their own social channels
offer a luxurious addition to the trip prize package
Drive traffic to the sweepstakes through messaging on the Solmar Hotels & Resorts Facebook, Twitter, Pinterest and Instagram
Strategy
Prior to the launch of a summer sweepstakes on the Solmar Hotels & Resorts Facebook page, CIIC strategically sought after a promotional partner whose branding would be inline with the luxurious style and exclusive nature of Grand Solmar Land’s End Resort & Spa, the Solmar property that included in the sweepstake’s trip prize package. CIIC successfully secured a co-branded partnership with Henri Bendel, Manhattan’s legendary Fifth Avenue boutique known for their unmistakable sense of style and keen eye for The New and The Next in women’s handbags, accessories and go-to gifts. Henri Bendel worked with CIIC to tie in the vacation sweepstakes with their “Birthday Bash” promotion taking place both online and in-store during the month of June. The sweepstakes was named the “Henri Bendel Birthday Bash Sweepstakes” and Henri Bendel contributed a $1,000 shopping spree and swag bag to the prize package.
In addition to creating and managing the sweepstakes, CIIC conducted the following:
Hosted the sweepstakes on the Solmar Hotels & Resorts Facebook page through a third party application which required users to LIKE the Solmar Hotels & Resorts Facebook page
Promoted via messaging on Solmar Hotels & Resorts Facebook page which linked back to Henri Bendel’s Facebook page
Cross promoted on Solmar Hotels & Resorts Twitter (1,400 + followers) and Pinterest (180+ Followers)
Developed and disseminated a press release to a targeted list of media
Disseminated an HTML mailer to a hotel database of past guests (4,500 +)
Inclusion on the Solmar.com website (5,000 VPM)
Promoted on-site at Grand Solmar Land’s End Resort & Spa with an in-room flyer
Henri Bendel provided the following promotional support leading up to and during the sweepstakes:
Promoted via their social channels: Facebook (100,000 + fans), Twitter (30,000 + followers), and Pinterest (7,000 + followers) with Facebook and Twitter messaging linking back to Solmar Hotels & Resorts social channels/pages
Created of a Henri Bendel Pinterest board promoting Solmar Hotels & Resorts and the Los Cabos destination
Promoted via an HTML mailer distributed to a consumer database (135,000 subscribers) multiple times throughout the campaign
Included messaging on henribendel.com during the sweepstakes period and a way for online shoppers to enter the sweepstakes through henribendel.com
Promoted via in-store signage and in-store ballot box for collecting entries
Tied in sweepstakes with overall Henri Bendel “Birthday Bash” campaigns through the hashtag #HB2ME
Results
CIIC’s promotional approach gained 5,900 Facebook fans in just over a month; a %13.4 increase. The Solmar Facebook page had 5,400 entire’s, Henri Bendel’s website had 1,150 entire’s and twenty nine stores garnered an additional l 1,500. CIIC was also awared the HSMAI Bronze Adrian Award in the category of partnership with a major brand.
Promotion of local sporting and cultural events including Ironman Los Cabos, Cabo Surf Open, Los Cabos Comedy Festival, Baja international Film Festival and Sabor a Cabo
Promotion of major congresses and conventions including 2012 G20 Summit
VIP summits and onsite seminars for top-tier travel partners
Monthly trade and consumer e-newsletters
