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Protea Hotels by Marriott: Strong Weekend

The Brief

Irvine Partners was tasked to come up with a strategy to highlight Protea Hotels by Marriott’s special offer on hotel stays booked via their website for the period of a particular campaign that was running. This would involve...

  • Showcasing properties and activities that could be enjoyed over long weekends
  • Engaging with influencers to generate a conversation about long weekends
  • Create a catchy hashtag to be used in the campaign and to aid in curating social media content.
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Our Approach

Our goal was to generate conversations and create engagement in order to promote the special offer. We did this in the following ways:

  • Irvine Partners helped to create the concept of a “strong weekend” ̶ a flexible idea that could refer to physical activities such as hiking, spiritual aspects such as replenishing the soul, or any other way in which users wished to interpret the concept.
  • We sought out influencers who would best personify the #StrongWeekend concept ̶ those who were likely to do interesting activities and engage with their online communities. We offered them stayovers and curated their content.
  • We launched the #StrongWeekend campaign on a particular date and encouraged all Protea Hotels by Marriott associates to engage with the hashtag.
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The Result

The campaign achieved the following outstanding results:

  • The #StrongWeekend hashtag reached #2 on the new trends list
  • The #StrongWeekend message reached over 6 million people via Twitter, Instagram and Facebook
  • 108 000 views were recorded via InstaStories and over 305 comments were recorded via static Instagram posts
  • All influencer content was engaged with, establishing a positive association between influencers and Protea Hotels by Marriott
  • Over $400 000 was earned in AVEs through traditional media exposure throughout the campaign.
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