2012 Winners & Shortlists

The Brief

•- Find the perfect name for the Citymax sports lounge •- Publicise the naming contest, and thus the lounges •- Engage customers & potential customers using the naming challenge to build a faithful local community database, which can then be used on an ongoing basis to promote the special occasions calendar and offers of the lounges. The objective was to engage and build a community by encouraging them to find a perfect name for the lounge. We wanted them to experience the superior service of Citymax Hotels first-hand by visiting them, and spread the word to their friends & family.

Describe how the promotion developed from concept to implementation

We used social media with Facebook & Twitter to reach influencers and current fans of the hotel's Facebook page to spread the competition and enlist participation. We developed an application on Facebook for guests to nominate names, participate and vote. First we asked people to submit names on Facebook for a month. After shortlisting 7 names, we encouraged people to vote for their preferred name. Based on the largest number of votes received the winning name was selected. We also used radio sponsorship as support media, below the line collateral and emailer sent to hotels customer database.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just over 3 weeks with an investment of only AED 100 000 / $27 345, we have: • Fan base increased by 645% from 220 to 1,641 fans • Received 1587 names • 998 votes received for the shortlisted names • The name THE HUDDLE was the winner But best of all – Our fans constantly engaged with us and still are. With the growth of a successfully engaged community the program is now generating more fans organically through their referrals, the fans own conversations, and engagement with the Citymax hotel community.

Explain why the method of promotion was most relevant to the product or service

We were requested to conceptualise of THE PERFECT NAME for the sports lounges, and immediately saw a bigger opportunity to build a deeper relationship between the hotel and its catchment community, by getting the community involved in finding the perfect name for the lounges. Because a sports lounge is a very social place, social media, in particular, Facebook, was the perfect medium to use to call for name nominations. Furthermore, by asking patrons to nominate, and campaign for votes for their favorite names, it gave them a sense of communal ownership of the bar, and emotional loyalty towards the venue.