Insights Type: Videos

Digital Marketing Best Practice: Visit Norway ‘Where Is Will?’ Campaign

Insights into what went into HSMAI Adrian Award 2021 winning entries, excerpted from the HSMAI SPECIAL REPORT 2021 Adrian Awards: Platinum and President’s Award Honorees.

PLATINUM – DIGITAL MARKETING | VISIT NORWAY
Agency Partner: Visit Norway/Maverix

BACKGROUND
When General Motors aired a Super Bowl commercial with Will Ferrell being obsessed with how Norway has outdone the United States in its use of electric vehicles, Visit Norway saw an opportunity to maximize the exposure and highlight the country’s sustainable solutions, in a world increasingly focused on climate change

CAMPAIGN
Visit Norway capitalized on being in the spotlight after the Super Bowl spot, launching a social media campaign that aimed to create a general desire to travel to Norway.

RESULTS
The campaign generated 1.8 million impressions, a reach of 3.1 million, and more than 70,000 engagements across Facebook, Twitter, Instagram, and YouTube. The centerpiece video, “Where are you, Will?” generated 450,000 views and 22,000 engagements. In addition to receiving a lot of media attention and trending on Twitter, the video was listed as one of the top four in Adweek and received favorable mentions in The Next Web, Meedia (Germany), and Kampanje (Norway).

Enter the 2022 Adrian Awards Competition

Digital Marketing Best Practice: Accor Get Real – Experience It All Campaign

Insights into HSMAI Adrian Award 2021 winning entries, excerpted from the HSMAI SPECIAL REPORT 2021 Adrian Awards: Platinum and President’s Award Honorees. 

PRESIDENT’S AWARD – RECOVERY MARKETING | ACCOR 

BACKGROUND 

Accor set out to launch a campaign encouraging people to visit its hotels and reenter the travel world. In addition, Accor wanted to raise the profile of its loyalty program, ALL – Accor Live Limitless, in North America. 

CAMPAIGN 

Accor partnered with Momentum Worldwide and celebrity Neil Patrick Harris to reignite people’s passion for travel. They created a series of five comedic tutorial videos depicting Neil’s struggles with the basics of human interaction, covering topics such as how to pack and how to greet people. Each video featured an Accor destination, linking back to its main offer. Accor supported the campaign through digital and PR tactics, and the videos were housed on a microsite, which was promoted via email and display and social advertising. 

 

RESULTS 

The campaign achieved 1.5 billion combined impressions across digital, social media and PR, and Accor saw a 111% increase in bookings and 141% increase in revenue, versus the same period in 2019. The campaign was also picked up by publications such as People, Travel + Leisure, and Conde Nast Traveler.

Enter the 2022 Adrian Awards Competition

Commercial Strategy Week Insight: Commercial Evolution

HSMAI ROC Americas Lightning Round presentation by Erica Lipscomb, SVP, Revenue Strategy, Crescent Hotels & Resorts, part of HSMAI Commercial Strategy Week 2022.

HSMAI Commercial Strategy Week Insight: Death of the Marketing Plan

HSMAI Marketing Strategy Conference Lightning Round presentation by Lori Kiel, Chief Commercial Officer for the Kessler Collection, part of HSMAI Commercial Strategy Week 2022.

Commercial Strategy Week Insights: Women Rising to the Top: Let Go of Fear

HSMAI Marketing Strategy Conference Lightning Round presentation by Mercedes Blanco, VP Strategic Partnerships, The Hotels Network, part of HSMAI Commercial Strategy Week 2022.

Commercial Strategy Week Insights: ROI is Dying: A Love Story

HSMAI Marketing Strategy Conference Lightning Round presentation by Stephanie Smith, CEO & Digital Matriarch, Cogwheel Marketing – part of HSMAI Commercial Strategy Week 2022.

Commercial Strategy Week Insights: Economics Beyond The Forecast

HSMAI ROC Americas presentation by Adam Sacks of Tourism Economics, part of HSMAI Commercial Strategy Week 2022. The session focused on  Tourism Economics’ latest views on the economy, the mindset of travelers, and expectations for how and when travel will fully recover; and uncover which are the most important economic principles for hoteliers to watch, and what they mean when we’re thinking about setting room rates, or trying to understand how customers might spend on F&B for events, and more.