New Year 2016 LTO SOP.pdf - cloudfront.net
S.O.P. – New Year Resolution 2016 Promotion Make 2016 #WorthIt Campaign - Save 30% And Receive Free Breakfast Campaign Summary: The first promotion of 2016 kicks off with an invitation to our guests to Make 2016 #WorthIt by incenting and supporting resolutions and adventure into the New Year. Participating brands include Red Lion Hotels, Red Lion Inn & Suites and Hotel RL, offering a 30% savings with free breakfast on stays booked from January 5 - February 29, 2016, stay dates from January 5 –March 31, 2016. Share your New Year’s resolution on our campaign mini-site and be entered to win a vacation giveaway, including a four night stay at any Red Lion Hotels, Red Lion Inn & Suites and Hotel RL and $1,000*. To enter to win a 4-night stay: Guests will be invited to enter and share their New Year’s Resolution on our Make 2016 #WorthIt campaign microsite. Entry is fast and easy. We’ll continue to help support their resolution with quarterly emails offering customized ideas and offers to keep them motivated and ready for adventure. • Reservations must be booked using rate codes: WINTER or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs, in order to receive 30% discount off Daily with Breakfast • 1 day minimum advance purchase • Standard cancellation policy of 24 hours in advance • Booking is available from January 5 – February 29, 2016 • Stay dates are from January 5 - March 31, 2016 • This offer is subject to availability, and can be terminated at any time. • Offer is only valid for stays at participating hotels, Red Lion Hotels, Red Lion Inn and Suites, and Hotel RL. • The complimentary breakfast will include current breakfast buffet offering on property with two complimentary breakfasts awarded per day with children 6 and under eating free. Additional adults are $10.95 per day. Offer: Make 2016 #WorthIt. Your Next Journey Starts Now Book between January 5 – February 29, 2016, and save 30% off Plus Free Breakfast at Red Lion Hotels, Red Lion Inn & Suites and Hotel RL on stays from January 5 - March 31, 2016. Objective: This campaign will encourage potential guests to Make 2016 #WorthIt by selecting their New Year’s resolutions while promoting adventure through the discovery of new RLHC destinations and unique amenities. The promotion is designed to drive bookings, capture new loyalty members and to create one to one communication opportunities with travelers throughout 2016. 1. 2. 3. 4.
Increase bookings/occupancy Increase brand awareness Grow customer acquisition Foster one to one communication with customers
Promotional Media: This promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com under the rate codes WINTER or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs. • • • • • •
SEM GDN Press Release Media Buys – Sojern, TripAdvisor Promo tile on redlion.com and property pages Campaign Emailer (Hello Rewards members, offer subscribers)
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – New Year Resolution 2016 Promotion • • •
Facebook posts Twitter posts Promotion mini-site with quiz functionality for easy resolution declaration for fast sweepstakes entry
Target Audiences: • Leisure, Holiday, and Weekend Travelers • Business Travelers • OTA Customers Rate/Promo Code: Room discount – 30% Off Plus Free Breakfast (Both Redlion.com and OTAs) Rate/Promo codes OTAs will reside in rate category Promo1 category with WINTER or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs. • Min LOS – N/A • Rate set - 30% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • Call Center using unique phone number for tracking Managing offer availability: The WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs are only bookable from January 5 – February 29, 2016. This offer is subject to availability, and can be terminated at any time. Stay dates are from January 5 - March 31, 2016. Night Audit Procedures: Night audit will run the package forecast details report for restaurant staff nightly. This report will be used to qualify customers that receive complimentary breakfast buffet under the following promotion codes: WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8. Please see report instructions below.
•
From the home screen select Miscellaneous then select Reports
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – New Year Resolution 2016 Promotion
• •
Type Package Forecast in the report field and then select Package Forecast. Select OK Choose BRKFST in Package Forecast Group
•
Select Print.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – New Year Resolution 2016 Promotion
•
This is the report that will be given to the F&B department.
Restaurant Procedures: Restaurant staff will use the package forecast report from night audit to qualify the customers receiving complimentary breakfast buffet under the fall campaign. Qualifying rate codes include: WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8 Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Lobby Poster: A lobby poster will be provided distributed by Field Marketing Account Directors. An invoice of $50 each will be sent to each hotel following the shipment of posters ordered. Please contact your Field Marketing Director for any questions and to coordinate the ordering of the quantity of posters needed. Additional Terms & Conditions: • Standard cancellation policy of 24 hours in advance. • Guests must book using rate code WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8 • Booking is available January 5 – February 29, 2016 • Stay dates are from January 5 - March 31, 2016. • Customer must provide full name, email address and select one New Year’s resolution in order to be entered into the 4 night stay giveaway *see giveaway instructions and rules for more information. • Red Lion Hotels Corporation reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. • This offer is subject to availability, and can be terminated at any time. • Offer is only valid for stays at participating hotels. • May not be used in conjunction with any other promotion or discount • Make 2016 #WORTHIT promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – New Year Resolution 2016 Promotion 4-Night Stay Giveaway Entrance Instructions & Rules: RLHC will award the winner one four night stay at any qualifying Red Lion Hotel, Red Lion Inn and Suite or Hotel RL and $1,000*. Entrants will receive one entry to the sweepstakes by performing these three requirements on the Make 2016 #WORTHIT sweepstakes microsite: • Provide First/Last Name • Provide valid email address • Select one of the New Year’s resolution options provided on the microsite Contest giveaway will include: RLHC will pick a winner in March 2016 from the list of valid entries. The winner will receive a voucher for a complimentary four night stay at any qualifying Red Lion Hotel, Red Lion Inn and Suite or Hotel RL and $1000*. The winner will be contacted via email. The complimentary four-night stay is valid for stays through December 31, 2016. The Make 2016 Make it #WORTHIT vacation giveaway (the “contest”) is sponsored by RLHC, 201 W. North River Drive, Spokane, WA 99201 (“Sponsor”). RLHC is the prize provider of this giveaway. Entries must be posted in accordance to the contest rules no later than 11:59:59 p.m. PT on the End Date to be eligible for the giveaway prize. WINNER: *On or about March 15 2016, the “sponsor” will choose (1) eligible Entry from among all eligible entries received during the applicable period: Make 2016 #WORTHIT Giveaway, Start Date (at 12:00 a.m. PT) End Date (at 11:59:59 p.m. PT). Vacation Giveaway Entry Period
Start Date (at 12:00 a.m. PT) January 5, 2016
End Date (at 11:59:59 p.m. PT) February 29, 2016
Winner Selection Date March 01, 2016
Notification Date On or About March15,2016
HOW TO CLAIM A PRIZE: The selected winner on the contest will be notified on or about the Notification Date set forth via Make it #WORTHIT mini-site. The selectee and the Potential Winner must reply to Sponsor within five (5) business days after notification or that Potential Winner may forfeit his/her Prize. RLHC will mail the winner a gift certificate redeemable for a four night stay at any Red Lion Hotel, Red Lion Inn and Suites or Hotel RL and $1,000 check. PUBLICITY RIGHTS: By participating in the contest and/or accepting a Prize, each Entrant agrees to allow Sponsor and/or Sponsor’s designee the perpetual right to use his/her name, biographical information, photos and/or likeness, and statements for promotion, trade, commercial, advertising and publicity purposes connected to this Promotion or to Sponsor’s business, at any time or times, in all media now known or hereafter discovered, including live television, worldwide, including but not limited to on the World Wide Web and Internet, without notice, review or approval and without additional compensation, except where prohibited by law, and agrees to sign a licensing agreement in this regard if required by Sponsor or Sponsor’s designee. ELIGIBILITY: Employees, officers, and directors of Sponsor, and any of their respective affiliate companies, subsidiaries, franchisees, representatives, advertising, promotion and production agencies, and other agents (collectively, the “Promotion Entities”), and the immediate family members (i.e., spouse, parent, child, sibling, and the “steps” of each) of, and persons living in the same household (whether or not related) with, any of the foregoing are not eligible to participate in the Promotion. RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
Increase bookings/occupancy Increase brand awareness Grow customer acquisition Foster one to one communication with customers
Promotional Media: This promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com under the rate codes WINTER or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs. • • • • • •
SEM GDN Press Release Media Buys – Sojern, TripAdvisor Promo tile on redlion.com and property pages Campaign Emailer (Hello Rewards members, offer subscribers)
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – New Year Resolution 2016 Promotion • • •
Facebook posts Twitter posts Promotion mini-site with quiz functionality for easy resolution declaration for fast sweepstakes entry
Target Audiences: • Leisure, Holiday, and Weekend Travelers • Business Travelers • OTA Customers Rate/Promo Code: Room discount – 30% Off Plus Free Breakfast (Both Redlion.com and OTAs) Rate/Promo codes OTAs will reside in rate category Promo1 category with WINTER or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs. • Min LOS – N/A • Rate set - 30% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • Call Center using unique phone number for tracking Managing offer availability: The WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs are only bookable from January 5 – February 29, 2016. This offer is subject to availability, and can be terminated at any time. Stay dates are from January 5 - March 31, 2016. Night Audit Procedures: Night audit will run the package forecast details report for restaurant staff nightly. This report will be used to qualify customers that receive complimentary breakfast buffet under the following promotion codes: WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8. Please see report instructions below.
•
From the home screen select Miscellaneous then select Reports
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – New Year Resolution 2016 Promotion
• •
Type Package Forecast in the report field and then select Package Forecast. Select OK Choose BRKFST in Package Forecast Group
•
Select Print.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – New Year Resolution 2016 Promotion
•
This is the report that will be given to the F&B department.
Restaurant Procedures: Restaurant staff will use the package forecast report from night audit to qualify the customers receiving complimentary breakfast buffet under the fall campaign. Qualifying rate codes include: WINTER or RNR8 rate code for Hello Rewards Members and EX8, EXT8, BK8, HDS8, ON8 Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Lobby Poster: A lobby poster will be provided distributed by Field Marketing Account Directors. An invoice of $50 each will be sent to each hotel following the shipment of posters ordered. Please contact your Field Marketing Director for any questions and to coordinate the ordering of the quantity of posters needed. Additional Terms & Conditions: • Standard cancellation policy of 24 hours in advance. • Guests must book using rate code WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8 • Booking is available January 5 – February 29, 2016 • Stay dates are from January 5 - March 31, 2016. • Customer must provide full name, email address and select one New Year’s resolution in order to be entered into the 4 night stay giveaway *see giveaway instructions and rules for more information. • Red Lion Hotels Corporation reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. • This offer is subject to availability, and can be terminated at any time. • Offer is only valid for stays at participating hotels. • May not be used in conjunction with any other promotion or discount • Make 2016 #WORTHIT promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – New Year Resolution 2016 Promotion 4-Night Stay Giveaway Entrance Instructions & Rules: RLHC will award the winner one four night stay at any qualifying Red Lion Hotel, Red Lion Inn and Suite or Hotel RL and $1,000*. Entrants will receive one entry to the sweepstakes by performing these three requirements on the Make 2016 #WORTHIT sweepstakes microsite: • Provide First/Last Name • Provide valid email address • Select one of the New Year’s resolution options provided on the microsite Contest giveaway will include: RLHC will pick a winner in March 2016 from the list of valid entries. The winner will receive a voucher for a complimentary four night stay at any qualifying Red Lion Hotel, Red Lion Inn and Suite or Hotel RL and $1000*. The winner will be contacted via email. The complimentary four-night stay is valid for stays through December 31, 2016. The Make 2016 Make it #WORTHIT vacation giveaway (the “contest”) is sponsored by RLHC, 201 W. North River Drive, Spokane, WA 99201 (“Sponsor”). RLHC is the prize provider of this giveaway. Entries must be posted in accordance to the contest rules no later than 11:59:59 p.m. PT on the End Date to be eligible for the giveaway prize. WINNER: *On or about March 15 2016, the “sponsor” will choose (1) eligible Entry from among all eligible entries received during the applicable period: Make 2016 #WORTHIT Giveaway, Start Date (at 12:00 a.m. PT) End Date (at 11:59:59 p.m. PT). Vacation Giveaway Entry Period
Start Date (at 12:00 a.m. PT) January 5, 2016
End Date (at 11:59:59 p.m. PT) February 29, 2016
Winner Selection Date March 01, 2016
Notification Date On or About March15,2016
HOW TO CLAIM A PRIZE: The selected winner on the contest will be notified on or about the Notification Date set forth via Make it #WORTHIT mini-site. The selectee and the Potential Winner must reply to Sponsor within five (5) business days after notification or that Potential Winner may forfeit his/her Prize. RLHC will mail the winner a gift certificate redeemable for a four night stay at any Red Lion Hotel, Red Lion Inn and Suites or Hotel RL and $1,000 check. PUBLICITY RIGHTS: By participating in the contest and/or accepting a Prize, each Entrant agrees to allow Sponsor and/or Sponsor’s designee the perpetual right to use his/her name, biographical information, photos and/or likeness, and statements for promotion, trade, commercial, advertising and publicity purposes connected to this Promotion or to Sponsor’s business, at any time or times, in all media now known or hereafter discovered, including live television, worldwide, including but not limited to on the World Wide Web and Internet, without notice, review or approval and without additional compensation, except where prohibited by law, and agrees to sign a licensing agreement in this regard if required by Sponsor or Sponsor’s designee. ELIGIBILITY: Employees, officers, and directors of Sponsor, and any of their respective affiliate companies, subsidiaries, franchisees, representatives, advertising, promotion and production agencies, and other agents (collectively, the “Promotion Entities”), and the immediate family members (i.e., spouse, parent, child, sibling, and the “steps” of each) of, and persons living in the same household (whether or not related) with, any of the foregoing are not eligible to participate in the Promotion. RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
