Social Media Case Study: Fairmont Chicago

Recently, Fairmont Chicago engaged envisionit media (in collaboration with Maven MKTG) to create and manage an ongoing Twitter campaign to help promote the hotel and auxilary restaurant and spa businesses located within the hotel.

The hotel boasts marvelous accomodatations and an impressive 500MM renovation.  Within the Fairmont Chicago are a wine bar, a fine dining restaurant, a sushi restaurant/lounge, and a full spa.  The challenge before the social media team was two-fold – 1.) to increase business to the hotel by increasing awareness, and 2.) to create cross promotional opportunities between the various entities.

The first step of creating a smart Twitter campaign always includes the development of a strategically designed Twitter background.  For Fairmont’s case, this background had to communicate the brand quality associated with their establishment, as well as feature the various establishments within Fairmont that guests and local Chicagoans would enjoy with Fairmont.  Once the Fairmont Chicago Twitter identity was properly designed, the next step was to attract the right following.

Through a personal, direct marketing campaign campaign, Maven MKTG identified and reached out to key influencers in the Twitter community who were involved in an industry related to hotels or Chicago hospitality.

After establishing a strong base of influential followers, they announced and carried out a Twitter contest designed to spead awareness of Fairmont and a promotional special they had advertised on their website.  Essential elemments of the contest included sending “Tweets” to the participants following, and joining the Fairmont Chicago’s Facebook group.

In the end, almost 10% of the existing Fairmont Chicago following participated in the contest and Fairmont Chicago’s following nearly doubled within a week of the contest’s start.  As an added bonus, the winner of the contest was so happy with his prize that he wrote a blog entry about the contest.