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DiVAs 2016: Digital Marketing Campaign of the Year (Operator)

22 September 2016
DiVAs 2016: Digital Marketing Campaign of the Year (Operator)

Montague on the Gardens, a Red Carnation Hotel

Montague on the Gardens sought to generate increased organic exposure across digital channels and traffic sources for its outdoor winter-themed wood deck at the hotel, its Ski Lodge.

Activity in previous years had been largely paid advertising but it saw an opportunity to spread the experience throughout social media to drive interest and traffic.

The key element of the social media campaign was the introduction of a selfie competition, promoted via social walls at the event itself and through content feeds on the hotel's website and blog. By encouraging guests to contribute and use #skimontague the Montague on the Gardens organically expanded its reach across guest networks.

At the same time, it introduced rights management permissions ensuring anyone submitting to the competition was providing their consent for the hotel to use their content in any future marketing materials at no cost to the business.

Success was recorded across several fronts. Almost 500 people entered the competition. Meanwhile, advertising costs were reduced 20% year-on-year while at the same time driving an additional £202K in revenues with a 12% increase in the number of guests attending the venue.

Through the success of this venue and its activity the concept is being reproduced for summer months with a #surfmontague styled competition.

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