On behalf of our client Starwood Hotels & Resorts, we developed the 2016 Starwood Preferred Guest (SPG) Weddings digital media campaign to increase requests for information (RFIs) and ultimately drive incremental weddings and bridal/groom events at Starwood properties nationwide.
In addition to several proven effective digital media efforts, MMGY recommended a unique influencer event for added social channel exposure. The client was very excited about the idea outside of typical wedding focused tactics. The event included bonus photo/video assets and the opportunity to showcase a premier wedding destination with the ultimate level of service offered by Starwood Hotels & Resorts.
After research and much consideration, the St. Regis Deer Valley was selected as the perfect backdrop to showcase a bridal party weekend highlighting the capabilities of the hotel for weddings, bridal showers, bachelorette parties, etc. Our team partnered with a well-respected weddings influencer to pull the group together for the event.
The event team included the influencer, videographer, florist, photographer, bride and three friends along for the weekend. Special events to highlight hotel offerings included a nature hike, spa day and bridal brunch on the terrace – all captured by the photographer and videographer, providing content to use immediately on social platforms and for future articles and social sharing.
MMGY arranged a social takeover of Starwood’s SPG Weddings Facebook and Instagram accounts over the weekend for the influencer to manage, in addition to her regular social channels. This provided a behind the scenes view of the details in real time.
The event was an immediate success – Starwood, the hotel and event team are all very pleased with how flawlessly the event was executed. Initial results are still being compiled, with campaign exposure carrying over into Q1 2017. Q1 is the prime wedding planning period, and content will continue to be pushed out through the influencer blog, third party media and social channels.
