SOP â 2015 Fall Campaign and Promotion - cloudfront.net
S.O.P. – 2015 Fall Campaign and Promotion Experience the Undiscovered (MAKE IT #WorthIt) – Up to 40% off weeknight stays plus Free Breakfast Campaign Summary: We’re happy to announce the Experience the Undiscovered Fall 2015 campaign. Featuring savings of 40% on weeknight hotel stays and free breakfast from September 15 through October 31, this campaign encourages guests to discover new destination and live like a local. To further celebrate autumn and encourage guests to MAKE IT #WorthIt, Red Lion is also encouraging guests to explore nearby fall events and things to do including attending Oktoberfest, state fairs, harvest festivals, pumpkin patches and haunted farms. Known for friendly service and great locations, Red Lion is proud to help guests to explore the ins and outs of the hotels’ surrounding areas beyond the primary tourist attractions. This fall campaign offers a one-of-a-kind opportunity for all guests to “Experience the Undiscovered,” embracing local events and attractions. With an endless variety of things to do just moments away from each Red Lion property, guests can fall in love with adventure during their stay. Offer: Up to 40% on weeknight hotel stays and free breakfast from September 15 through October 30.
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Standard cancellation policy of 24 hours in advance Guests must book using rate code FALL6 and RNR6 for the Hello Rewards members in ordr to receive the 40% off midweek savings and the free breakfast. Booking is available from September 15, 2015 to October 31, 2015 Stay dates are from September 15, 2015 to December 31,2015 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, RedLion 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.
Objective: Increase bookings/occupancy midweek during the Fall to winter season by offering an up to 40% room discount with a free breakfast daily. This campaign encourages guests to discover new destination and live like a local, inviting guests to explore nearby fall events and things to do including attending Oktoberfest, state fairs, harvest festivals, pumpkin patches and haunted farms.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – 2015 Fall Campaign and Promotion The goals for this campaign include: • Increase mid-week occupancy • Increase website traffic • Increase brand awareness Promotional Media The Experience the Undiscovered Fall 2015 campaign will have extensive digital marketing efforts behind it to include campaign elements. 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 FALL6. Campaign Elements: • SEM • GDN • Media Buys –TripAdvisor, Sojern • Banners and Custom Home Page Slide • Social Media Campaign • Facebook Advertising Campaign Email • Custom Interactive Mini Site with Visual Gallery • Expedia.com Target Audiences: • Midweek Travelers • Business Travelers • OTA Customers Rate/Promo Code: Experience the Undiscovered – Up to 40% Off Weekday Stays with Free Breakfast • Rate codes FALL6, RNR6 • OTA rate codes: BK6, EX6, EXT6, ON6, HDS6 • GDS rate code: FL6 • Min LOS – N/A • Rate set to 20-40% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Experience the Undiscovered – Up 40% Off Weekday stay with Free Breakfast (OTAs) • OTA rate codes – EX6, BK6, ON6, HDS6 • Min LOS – N/A • Rate set (-40%) off DAILY
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – 2015 Fall Campaign and Promotion Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • GDS Managing offer availability: The FALL6 and RNR6 rate codes are only bookable starting on Sept. 15, 2015 to October 31, 2015. This offer is subject to availability, and can be terminated at any time. 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: FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6, and FL6. Please see report instructions below.
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From the home screen select Miscellaneous then select Reports
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – 2015 Fall Campaign and Promotion
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Type Package Forecast in the report field and then select Package Forecast. Select OK
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Choose BRKFST in Package Forecast Group
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Select Print.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – 2015 Fall Campaign and Promotion
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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: FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6 and FL6. Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Full Terms & Conditions: •
Standard cancellation policy of 24 hours in advance.
•
Guests must book using one of the following rate codes FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6 and FL6 to receive complimentary breakfast buffet and discount.
•
Complimentary breakfast buffet offer will be valid for two adults per room per day. Children 6 and under eat free. Additional adults will be charged standard breakfast rate.
•
Booking is available from September 15, 2015 to October 31, 2015.
•
Stay dates are from September 15, 2015 to December 31, 2015.
•
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.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – 2015 Fall Campaign and Promotion •
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.
•
Fall2015 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 nonbreakfast 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.
Lobby Poster: A lobby poster will be provided communicating the campaign theme and promotion, distributed by Field Marketing Account Directors. Campaign Mini Site: fallsavings.redlion.com RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] 509-777-6476
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 6
• • • • • • •
Standard cancellation policy of 24 hours in advance Guests must book using rate code FALL6 and RNR6 for the Hello Rewards members in ordr to receive the 40% off midweek savings and the free breakfast. Booking is available from September 15, 2015 to October 31, 2015 Stay dates are from September 15, 2015 to December 31,2015 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, RedLion 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.
Objective: Increase bookings/occupancy midweek during the Fall to winter season by offering an up to 40% room discount with a free breakfast daily. This campaign encourages guests to discover new destination and live like a local, inviting guests to explore nearby fall events and things to do including attending Oktoberfest, state fairs, harvest festivals, pumpkin patches and haunted farms.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – 2015 Fall Campaign and Promotion The goals for this campaign include: • Increase mid-week occupancy • Increase website traffic • Increase brand awareness Promotional Media The Experience the Undiscovered Fall 2015 campaign will have extensive digital marketing efforts behind it to include campaign elements. 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 FALL6. Campaign Elements: • SEM • GDN • Media Buys –TripAdvisor, Sojern • Banners and Custom Home Page Slide • Social Media Campaign • Facebook Advertising Campaign Email • Custom Interactive Mini Site with Visual Gallery • Expedia.com Target Audiences: • Midweek Travelers • Business Travelers • OTA Customers Rate/Promo Code: Experience the Undiscovered – Up to 40% Off Weekday Stays with Free Breakfast • Rate codes FALL6, RNR6 • OTA rate codes: BK6, EX6, EXT6, ON6, HDS6 • GDS rate code: FL6 • Min LOS – N/A • Rate set to 20-40% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Experience the Undiscovered – Up 40% Off Weekday stay with Free Breakfast (OTAs) • OTA rate codes – EX6, BK6, ON6, HDS6 • Min LOS – N/A • Rate set (-40%) off DAILY
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – 2015 Fall Campaign and Promotion Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • GDS Managing offer availability: The FALL6 and RNR6 rate codes are only bookable starting on Sept. 15, 2015 to October 31, 2015. This offer is subject to availability, and can be terminated at any time. 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: FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6, and FL6. 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 3
S.O.P. – 2015 Fall Campaign and 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 4
S.O.P. – 2015 Fall Campaign and 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: FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6 and FL6. Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Full Terms & Conditions: •
Standard cancellation policy of 24 hours in advance.
•
Guests must book using one of the following rate codes FALL6, RNR6, EX6, EXT6, BK6, ON6, HDS6 and FL6 to receive complimentary breakfast buffet and discount.
•
Complimentary breakfast buffet offer will be valid for two adults per room per day. Children 6 and under eat free. Additional adults will be charged standard breakfast rate.
•
Booking is available from September 15, 2015 to October 31, 2015.
•
Stay dates are from September 15, 2015 to December 31, 2015.
•
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.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – 2015 Fall Campaign and Promotion •
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.
•
Fall2015 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 nonbreakfast 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.
Lobby Poster: A lobby poster will be provided communicating the campaign theme and promotion, distributed by Field Marketing Account Directors. Campaign Mini Site: fallsavings.redlion.com RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] 509-777-6476
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 6
