Millennium Hotels and Resorts

Creating a unique photo competition to boost Millennium Hotels and Resorts’ brand awareness and engagement with the brand

The Objectives

  • To increase social media likes through paid social across Facebook and Twitter
  • To generate high domain authority (DA) links through digital PR outreach
  • To boost brand awareness and actively encourage users to share striking photos from all 12 UK regions
  • To receive 1200 total photos from entrants
  • To increase brand perception of Millennium Hotels and Resorts as a brand that is committed to the UK tourism industry

The Strategy

  • We implemented a unique photo competition named ‘Through The Lens’ to encapsulate the beauty and uniqueness of the British landscape, while also championing home-grown amateur photographers
  • We created and optimised paid social campaigns across Facebook and Twitter to drive awareness and interest in the competition among a targeted audience
  • Outreach efforts were made to highlight the campaign to key publications to secure coverage of the competition and of the awards night at the Chelsea Harbour Hotel in London
  • The competition was aligned with Millennium Hotels and Resorts’ wider ambitions of being recognised as travel experts with a broad portfolio of hotels across the UK

The Results

  • Exceeded total submitted photographs by 9.3%, having received 1,312 entries
  • Achieved coverage from 20 publications alongside social shares from prestigious photography organisations and clubs
  • Received more than 5,500 website clicks across Facebook and Twitter
  • Increase company page likes significantly, of which 163 are directly attributed to paid social activity
  • Reached more than 153,000 people through Facebook
  • Generated strong engagement through post comments, retweets and replies thanks to paid social activity