Tourism and hospitality marketing has changed in recent years, Dana Ceponis, executive director, corporate marketing, Delta Hotels and Resorts, explains, and customers no longer care as much about creating a home away from home, or a sanctuary for their travels. What they do want is to have authentic experiences in the places they visit – places they are largely hearing about from friends.
In an effort to meet the challenges posed by this new marketing landscape, Delta is launching a new CSR initiative called the ‘Good Neighbours Challenge,’ which aims to raise $1 million and 10,000 volunteer hours toward better local communities in Canada. The year-long initiative will see Delta employees raising money and dedicating their time through events (both public and otherwise) focusing on affordable housing, environmental protection and community causes.
Focusing on social media (including Facebook) and its own media properties, the ‘Good Neighbours Challenge’ was designed to both showcase Delta’s charitable initiatives to consumers, and engage them in the process, Ceponis tells MiC.
‘Customers care about the kinds of things that you’re doing and how you’re giving back,’ she says. ‘So we’ve embarked on a journey that is very much about that personal brand experience for the guest, and that reputational element of what they hear about us from others.’
The challenge launched today with a neighbourhood breakfast, food drive and media event featuring eTalk Daily‘s Ben Mulroney. The hub of the campaign will be the Good Neighbours microsite, where the fundraising events and money raised will be tracked with daily updates, video and photos. A Twitter campaign also launched today, which encourages Canadians to share their thoughts on what makes a good neighbour for the chance to win a one-night stay at a Delta hotel or resort.
The ‘Good Neighbours Challenge’ will also be promoted via the hotel’s own media properties, including its loyalty club e-newsletter sent out to 150,000 Delta Privilege members, its website (which in March had 418,000 unique visitors) and its on-hold telephone messaging in its hotels.
Toronto-based GWP handled the branding for the campaign, while other creative and digital elements were handled in-house by Delta, which is also based in Toronto.
