Excerpt from Digiday
As consumers return to normal travel patterns, Hilton wants to re-energize people’s enthusiasm for travel by offering unique travel experiences.
One way the hotel chain is looking to do just that is through an Instagram contest that gave away a special room. The contest was aimed at golf players and Hilton Honors members and looked to attract more members to its loyalty program.
This year’s RBC Canadian Open (a major golf tournament) featured the first-ever Hilton on the Green pop-up hotel room — a one-bedroom pop-up hotel that was built on the golf course in front of the green. The pop-up room features a shower and bathroom, a custom-built deck and Hilton amenities from around the globe, making it fully-functional with everything a guest might need.
Hilton targeted golfers through this promotion, as more women, people of color and younger people get involved in the sport, which is rapidly evolving.
“Hilton is deeply committed to diversity, equity and inclusion, and is always interested in appealing to new, emerging customers,” said Jennifer White, director of destination marketing at Hilton. “Therefore golf is a great fit for Hilton, and a great way to showcase a variety of our brands that appeal to different demographics.”
The pop-up hotel room from Hilton cannot be booked — it can only be won through the contest, which White said made it even more appealing and exclusive to those who entered the contest.
The Hilton on the Green sweepstakes ran from April 15 to May 23, awarding two winners and their guests with one-night stays at the hotel and tournament tickets for two days. Sharing the sweepstakes on Twitter earned brand fans an additional entry. According to White, 3,410 people signed up for the contest.
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