This award honors the best example of a multi-channel marketing campaign designed to fill an identified future revenue gap or soft period with either leisure or group business. Winning entries will include multiple channels (i.e., print, digital, out-ofhome, etc.) and demonstrate the delivery of incremental revenue against a pre-determined target. This will be measured by:
• Incremental revenue driven by campaign efforts – Please provide the percentage increase from precampaign revenue projections during need period to post-campaign revenue totals (i.e., In February, your hotel was projecting a soft August, with booked revenue down 10% YoY at $100,000. To combat this, you plan and launch a multi-channel campaign for the duration of May to fill that gap. Bookings in May fill the hole and push booked revenue for the month to $150,000, resulting in a 36% YoY incremental revenue lift).
• Total revenue attributable to campaign efforts
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