In 2015, its 40th anniversary year, Residence Inn sought to rebrand itself and target the Millennial business traveler by overhauling its social hour with an innovative new concept: The Mix. This experiential, complimentary social gathering launched at most of Residence Inn’s 700 hotels in spring 2015, and provided an opportunity to differentiate Residence Inn.
In addition to national pitching, LDPR invited media to four high-impact launch events at Residence Inn hotels in LA, Boston, Austin and Washington, DC to showcase the varied theme nights of The Mix. To appeal to digital-minded Millennials, LDPR identified Blippar, a leading visual discovery platform, as a partner to create customized Augmented Reality experiences for these four events. “Blippable” coasters were implemented that unlocked trivia, beer pairings, and shareable “selfie” digital postcards. LDPR worked with local celebrities to “host” the events, and encouraged attendees to share the fun on social media using the #InnTheMix hashtag.
Coverage was extensive, garnering 203+ million media impressions, and a total PR value of over $10 million. LDPR secured a CBS MoneyWatch broadcast segment that was syndicated to 18 stations across the country, and more than 70 placements in top target including The New York Times, USA Today, Skift, Forbes, and Fortune, positioning the brand as a leader in marketing to Millennial business travelers. Blippar reported the best conversion rates (55%) for any of their campaigns across the board, with 2x dwell time for users, and the #InnTheMix hashtag resulted in 3.9 million Twitter impressions and more than 3,800 Instagram interactions.