JW Marriott Cancun Resort and CasaMagna Marriott Cancun Resort, Mexico, both won the 2013 Social Hotel Award for best digital video, property.
To see all the Social Hotel Award winners, click here to go to the winners index or click here to read about them in the October digital edition of HOTELS Magazine.
Five travel video bloggers — “vloggers” — were selected to travel to Cancun to each produce one original video highlighting the two sister resorts, where they were hosted for five days. The resorts invested approximately US$6,100 in the initiative. Throughout the campaign, vloggers were also asked to post their experiences on their Facebook, Twitter and Instagram accounts, using the hashtag #gottequila that was created to aggregate all social media posts at the end of the trip. A loose itinerary was provided, giving them the opportunity to experience and explore the resort at their leisure, as well as visit nearby attractions.
Vloggers were given the next two days to edit their videos. On the final night of the event, a public relations firm produced a vlogger film festival at the JW Marriott Cancun Resort, which was attended and judged by a panel of regional Marriott executives.
The campaign generated media value of US$378,280 and reached 1.8 million viewers.