YOUR DOOR TO MORE

CAMPAIGN!

COMM483, MAY 2015!

IN THIS PRESENTATION!

Situation Analysis

Problem Statement

Secondary Research

Primary Research

SWOT

Theme

Messages

Goals & Objectives

Implementation

Tactics

Budget

Timeline

Evaluation
SITUATION ANALYSIS
Embassy Suites, a unique brand in the
Hilton Worldwide portfolio, wants to enter
the Chinese tourism industry. Embassy
wants to launch a campaign that will target
Chinese business and leisure travelers as
well as American (and other external)
travelers going to China.

We have provided a communications plan

that will establish Embassy by Hilton in
China as a premiere hotel experience for
business and leisure travelers, Hilton
loyalists and Hilton team members.
The Problem
Although many Hilton
Worldwide brands are well
known in China, Embassy is
still unknown to most Chinese
publics.

Embassy by Hilton now needs

to find ways to resonate
culturally and ensure success
in the region in order to
establish the brand as the
preferred hotel destination in
China.
Secondary Research: The Chinese Audience!

1$ THE CHINESE AUDIENCE

!1.3$billion$people$
!Incomes$growing$by$20%$
!Growing$middle$class$spends$19%$of$
income$on$travel$
!Can$aord$to$spend$more$on$
discrePonary$products$and$services$

2$ MARKETING TO A CHINESE
PUBLIC$
!Global$brands$must$align$with$Chinese$culture$
!Brand$name$is$important$
!Peers$heavily$shape$decisions$
$
Secondary Research: Digital Media!

73% rate purchases online 618 million online/internet users

! DaoDao (Trip Advisor) !90% on social media
! Ctrip

Online media is a priority at all stages for Chinese travelers

PLANNING, BOOKING, TRAVELING
!53% book online or through apps
!61% ask for online opinion before purchase
Secondary Research: Social Media!

SINA WEIBO
!167 million active users
!82% of users shop online
!High concentration of travel related
accounts
!Users post at higher frequencies than
Twitter users
!More active in sharing opinions

410,000 likes 34,000 followers

 Secondary Research: Competition!

1$ BEIJING CITY WALL MARRIOTT

!Lackluster$hotel$service$
!Great$locaPon$
!Popular$ among$ business$ travelers$ and$
families$
!Food$
!4$stars$

2$ WANDA HOTEL AND RESORTS$

!Chinese$company$
!Good$service$
!Business$traveler$friendly$
!Mix$of$Eastern$and$Western$Food$
!Slightly$further$from$downtown$area$
!4.5$stars$
$

3$
$
CROWN PLAZA SUN PALACE BEIJING$
!Majority$business$travelers$
!Close$proximity$to$exhibiPon$center$and$silk$market$
!Hospital$sta$
!Food$
!4.5$stars$
Media Reach!
 Survey Results!

40%
Surveyed list Hilton as
preferred hotel choice

ADDITIONAL RESPONSES:
38% rely on peers for reviews
33% rely on online sources (e.g. Trip Advisor) for reviews
30% rely on social media for reviews
Key Research Insights!
! Digital reliance is growing in China

! Hilton name is important for brand leverage

! Building brand loyalty is harder in China

! Online reviews and peer reviews are crucial to brand perception

! Middle class market share to become majority

! Competition has strong amenities

 SWOT PART 1!

$$$$$$$$$$$$$$STRENGTHS$$$$$$$$$$$$$$$$$$$$$$$$$$$$WEAKNESSES$
! The Hilton Worldwide name is ! Embassys main pillars may not
well established in China. appeal to Chinese publics.

! The Embassy Suites brand is ! Changes in Embassys pillars may

business traveler friendly.
! Embassys suite-style rooms
differentiate them from
competition.
! Embassy can leverage Hilton
Worldwide partnerships that
have already been established
in China.
have adverse effects for international
Embassy loyalists.
! Need to hire and train Chinese
employees in Embassy values is an
added challenge
! Changing the name from Embassy
Suites to Embassy by Hilton may
affect brand recognition for
Americans traveling to China.

! Internal employee values may differ

in China.
 SWOT PART 2!

$$$$$$$$$$$OPPORTUNITIES$$$$$$$$$$$$$$$$$$$$$$$$$$$THREATS$
! Growing middle class can spend ! More Chinese leisure travelers are
more on travel (seek a higher-rated starting to travel internationally rather
hotel) than domestically.

! Chinese business and luxury ! Embassy will have to overcome language

travelers value a high-end hotel and cultural barriers.
experience ! Government censorship and constraints

! Key publics are highly involved with ! Competition

modern digital technology and social
media ! Economic/Budget hotels (3-4 stars) such
as Holiday Inn are receiving more buzz
than high-end or luxury hotels (4-5 stars).
Key Publics! 15$

1$ PRIMARY
BUSINESS'EMBASSY'EXPLORERS'
(AGES'25460)'
Business'driven,'hotel'and'airline'frequent'
travelers,'mad'over4me'workaholics,'focus'on'
4meliness,'comfort'and'health,'and'also'
appreciate'4me'for'posi4ve'rest'(tnooz.com)'
LEISURE4LUXE'TRAVELERS'''
Upper>middle'class,'more'willing'to'pay''for'quality'
products,'have'a'high'level'of'trust'in'well>known'
brands,'can'aord'to'spend'more'of'their'income'on'
products'and'services'rather'than'basic'needs.''

2$ SECONDARY
HILTON'LOYALISTS'
HHonors'members'
'

EMbassadors'
Embassy'Suites'internal'employees'
 16$

Key Publics!
3$ INTERVENING
GLOBAL'NEWS''MEDIA'
Emphasis'on'consumer'travel'media'

4$ MODERATING
TRAVEL'AGENCIES'
China'Interna4onal'Travel'Service,'
China'Travel'Service,'etc'
OTHER'AGENCIES'
Mee4ngs'Incen4ves'Conferences'and'
Exhibi4ons'(MICE)'and'CITS,'CYTS,'CTS'
(Tourism'agencies)'
 GRAND OPENING/
LAUNCH EVENT
Please Join Us
! Ribbon$cunng$ceremony$
! Culinary$Chef$Peter$Chang$
! Food:$(American`Chinese$fusion)$
+$Pastry$Chef$(tradiPonal$Chinese$
pastries)$ 7 p.m.
! Hotel$Tours$ Wednesday, April 30, 2017
! Free$night$stay$for$key$ For the Embassy by Hilton Grand Opening
stakeholders$(Internal$Hilton$
Stakeholders,$In`House$Support,$ Help us celebrate Embassy opening doors in China
Key$Business$Partners,$Industry$ and enjoy a night of food prepared by celebrity
Partners,$Visit$Beijing,$Beijing$ chef, Peter Chang. Emerce yourself in Chinese
Tours)$ culture as we mark our grand opening in beijing.
! ArPsPc$displays$of$doors$(e.g.$
stained$glass,$painted,$etc)$will$ Please RSVP by January 1, 2015
incorporate$the$Your$Door$to$
More$theme$and$will$be$
dispersed$throughout$the$events$
interior$design$
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