The Summer Scene
For the Summer season, we launched a multi-channel campaign to promote the ME by Melia properties to UK audiences for the 2016 Summer season - a campaign entitled 'The Summer Scene'.
The integrated campaign included social media activation, digital advertising, a fleet of 150 London taxis and an outbound sales activation for local Sales teams. An inbound sales mechanic encouraged guests to ‘tweet to upgrade my room’ in line with the rising trend of social shopping - #upgrademe.
The 2015 early booking campaign generated an additional 500k Euros YOY for the ME Group between May-August 2015 - hence our invitation to run 2016’s campaign. Results so far for the 2016 campaign include over 300k of the branded video on Youtube, and over 10m combined campaign impressions on Twitter and Instagram.