Silver Anvil Awards: Building Brand Affinity among Freshly-Minted Business Travelers

The PRSA 2010 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.

 

Listen in as Deb Radman, APR, PRSA Fellow, speaks with John Lee, vice president of global brand marketing at Embassy Suites Hotels, about the “Building Brand Affinity among Freshly-Minted Business Travelers” campaign.

 

In 2009, Embassy Suites Hotels identified a new, important target for the brand: the “young socializer,” a sect of freshly-minted, twenty-something business travelers. To connect with the target and build its affinity for the upscale hotel brand, Emanate developed a PR program to help prepare young professionals as they planned for the moment where preparedness is key and impressions are made— the first business trip. Through targeted strategies and tactics, the “My First Business Trip” program yielded more than 110MM media impressions, over 500 contest submissions and increased traffic to Embassy Suites’ microsite, BusinessBalance.com, by approximately 13 percent.