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ATM Review

Ritz-Carlton gets social
May 2013 2790

THE Ritz-Carlton Hotel Company ensured consumer engagement with a social media campaign that offered visitors to Arabian Travel Market (ATM) a unique interactive experience. The move is in line with The Ritz-Carlton commitment to deepen connections with guests in an environment in which they spend increasing amounts of time.

The Ritz-Carlton had members of their social media engagement team present on their stand at ATM.  Through the @RitzCarlton twitter handle, the team provided live content and updates from the event. With a sizeable number of Twitter followers comprising trade partners, customers and the media, it formed the perfect platform to initiate and build brand conversation relevant to the fair.

The company also had a ‘Tweet Bar’ on its stand, giving the brand’s global Twitter following access to news from the event as it unfolded. In addition, visitors checking in at ATM on Foursquare received tips on the best things to see and do in Dubai, as recommended by The Ritz-Carlton concierges from both hotels in the city. The Ritz-Carlton also uses Foursquare and The Ritz-Carlton Mobile App to tailor local content and provide engaging information relevant to its guests.

“Our social media interactions at ATM are a natural extension of our ‘Let Us Stay With You’ brand philosophy. We want to enrich the experience at the show for visitors, in addition to being a great luxury travel information resource for our Twitter followers by providing news as it is happening from the show,” said Chris Gabaldon, chief sales and marketing officer for The Ritz-Carlton Hotel Company.

The effectiveness of The Ritz-Carlton social media direction has led to significant year-on-year increases across all platforms, including Facebook which has jumped 118 per cent to more than one million fans across  the company’s brand page and 48  hotel Facebook pages. In addition, the brand Facebook Page’s year-over-year growth in “People Talking About This” went up 746 per cent.

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