Moving the ‘Ultimate To-Do’ Forward

A National PR Campaign Highlighting HGI as a Leisure Travel DestinationRecommended by Emanate Intern TeamJuly 31, 2012

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Georgina TaeeUltimate To-Do: Ride an elephant

Logan SpanglerUltimate To-Do: Live with Himalayan Monks

Jahque Bryan-GoodenUltimate To-Do: Horseback ride on the beach

Amie KromisUltimate To-Do: Navigate a sailboat in the Caribbean

Mindy HuUltimate To-Do: Learn how to surf in Hawaii

Caitlin McIntyreUltimate To-Do: Sail a hot-air balloon over Istanbul

The Emanate Team

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What Are We Trying To Do?

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Refresh the ‘Ultimate To-Do List’ for 2013:

• Create a new contest format• Coordinate a launch event• Pursue a more targeted relevant

audience

Breathe New Life into the Ultimate To-Do List

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So Who Are Families Today?

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• Tech-Savvy Individuals • Collaborative Decision Makers

• Social Media Enthusiasts

They Are the Modern Family

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Want Proof?

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“[Teens] also have a lot of pull with their parents, who ‘offer an increasing amount of influence, even control, to the teens in the family.’” (2012)

The Research Supports Our Claim“Just over eight out of ten (81%) [kids] help plan what the family does and where the family dines out; nearly 7 in 10 help plan where to go and what to do on vacation.” (2011)

“Before, kids had to fit into the parents’ lifestyle. Now, parents fit their lives around their kids.” (2012)

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So How Can Emanate Help?

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Problem • HGI is currently viewed as a business hotel. We must increase HGI’s

visibility as a leisure destination

Learning • The internet has led the Modern Family to share responsibility and decision

making power. Everyone takes an active role in researching and evaluating destinations

Aha • Kids flex major muscle when the family makes travel plans and wield more

buying power than ever

iNnovation • Hand over the power to the kids by having them choose their Ultimate

Kidcation

Using Our Unique Planning Tool

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How Are We Going To Bring The Ultimate Kidcation To Life?

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In So Many Ways!

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Tactical Approach: Media Partnership

Description:• Team up with Disney and host

Ultimate Kidcation contest on the Disney Channel website

Rationale:• Targets our demographic: kids ages

6-9 and tweens 9-12• Reaches approximately 99 million

U.S. households• Access to Disney’s diverse platforms• Pre-existing relationship with Disney

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Contest Details

Description:• Invite kids to upload their “Ultimate

Kidcation Activity” onto Disney.com • Showcase entries via our Virtual

Scrapbook• Select top five highest voted photos

Rationale:• Encourages kids and tweens to flaunt

their tech skills• Taps into this generation’s value of

transparency• Empowers kids to choose the next

family trip

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Tactical Approach: Survey

Description:• Survey 1,000 kids and

tweens• Establish kids as key

influencers to vacation decision making

Rationale:• Proves our hypothesis with

concrete research• Attracts media attention• Engages kids

Sample Survey Questions:

Kids: “Would you say you have a hand in making decisions for family vacations?

Kids: “Did you get to go to the vacation destination you wanted to go to?”

Kids: “How much time do you spend gathering information through social media or the internet?”

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Tactical Approach: Spokesperson

Description:• Use Debby Ryan from the Disney

Channel show “Jessie”• Organize SMTs, exclusive interviews

and appearance at launch event

Rationale:• Generates media attention for target

demographic• Represents the Modern Family

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Tactical Approach: Launch Event

Description: • Install platform in the Disney Store at

Times Square• Kick off Kidcation with Jessie• Photograph people acting out their

Ultimate Kidcation activity• Take Virtual Scrapbook live and

transmit photos onto Disney screen

Rationale:• Drives people to submit entries • Sustains a mutually beneficial

relationship with Disney• Pumps media up for the competition• Takes advantage of a family-friendly

environment

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Tactical Approach: Street Teams

Description:• Position street teams with iPads in

major cities• Announce locations via social media• Hand out HGI promotional swag bags

and take pictures of kids acting out their “Ultimate Kidcation Activity”

Rationale:• Keeps momentum up at Kidcation’s

halfway point• Extends publicity for HGI following the

Ultimate Kidcation Kickoff

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What Will Media Be Saying About

All This?

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Potential Media Headlines

“Hilton Garden Inn Partners with Disney to Launch the

Ultimate Kidcation”

“Let the Little Ones Make The Major Decision Through Hilton Garden Inn

and Disney’s Ultimate Kidcation”

“Parents Always Decide Vacation Plans? Think Again”

“Lights, Camera…Kidcation! Join Disney Channel Star “Jessie” in

Times Square to Photograph Your Ultimate Vacation To-Do”

“80% of Kids Have a Part in Vacation Decision Making”

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When Will All Of This Happen?

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Here’s The Program Timeline

April May June 2014 and Beyond

Survey Launch

FinalistPhase

Street Teams

National Media Push

Local Media Push

Winner Phase

Contest

Kidnation

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How Will We Measure Our Success?

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We Will Define Success By:

• Increase awareness for HGI as a leisure travel destination

• Increase the number of family bookings at HGI

• Increase HGI brand tracker results throughout the program timeline and into 2014

• Increase total of earned media placements • Increase overall media impressions

• Increase the number of contest entries and votes

• Increase traffic to HGI web platforms during contest

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How Much Do We Expect This To Cost?

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Preliminary Budget

Professional Services Fee OOP

Kidcation Survey: $10K $15K

Times Square Launch Event: $75K $75K

Disney Partnership: $50K $100-150K*

HGI Street Teams Media Tour: $15K $5-10K**

Sub Total: $150K $195-250K

TOTAL: $345-400K

*HGI assumes use of Times Square Disney Store**HGI Street Teams Media Tour OOP expense depends on the number of locations

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How Do We Keep the Good Times Going?

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Take A Look At 2014“A Puzzling Vacation” Online Puzzle Kids must complete puzzle within allotted time (e.g.

three weeks) First kid to figure out the location and/or destination

will win a vacation for their familyKid Panel = KidNation Three things kids should be ambassadors of in the

hotel, e.g. the pool, breakfast menu, business room

The winner of the most creative idea will not only be a part of the global Kid Panel, but also gets to travel to another nation

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Any Questions?