AGILITY@work
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2012 WINNER
Tourico Holidays, Inc.

Best Hotel Promotion Combined with a Worthy Cause!

CAMPAIGN OBJECTIVE
To increase hotel bookings and revenue during a one-month deal promotion, while providing contributions to Give Kids The World Village, in a goal to raise $40,000.

STRATEGY
Engage contracted hotels to provide a 30-Day deal for global clients to book; Present hotels deals to 4,400 travel agencies; Donate $3 per room night booked via the campaign. We asked each hotel to match Tourico Holidays' donation, and we asked our global agencies to match the donation, turning every three dollars into $9 per room night. Communication executed via email blasts, social media postings, trade show events, and web site. Due to the fact that we are a B2B company, we use social media to support the travel industry versus generating 'likes'. Yet, a complete PR campaign will ensue once all check-ins are verified by a third party.

RESULTS
For the same hotels year over year: We increased room nights by 3,900; We increased revenue $685,000; We increased bookings by 93%; and we donated $40,000 to Give Kids The World Village. Once all hotel check-ins occur, we have the potential to triple the donation.