S.O.P. â Winter 2015 Promotion - CYBER Monday Long Tail
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail Winter on Sale - Limited Time Offer Save 30% On Your Stay Plus Free Breakfast RLH Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648 Campaign Summary: The Winter on Sale Promotion is a limited time long tail promotion to Cyber Monday. The promotion takes advantage of the momentum and buzz created during our Cyber Monday sale to those that were not able to book during that single day offer. We will drive bookings through Redlion.com a limited time offer - Save 30% plus get free breakfast on your next stay at any Red Lion Hotels, Red Lion Inn & Suites and Hotel RL. Ø Promotion messaging and advertising will start December 1, 2015 Ø Reservations must be booked using the WINTER rate code, or RNR8 rate code for Hello Rewards Members. Use EX8, EXT8, BK8, HDS8, ON8 rate codes for OTAs, in order to receive the exclusive offer. Ø Standard cancellation policy of 24 hours in advance Ø Booking dates December 1, 2015 – December 16, 2015 Ø Stay dates are from December 2, 2015 to February 29, 2016 Ø This offer is subject to availability, and can be terminated at any time. Ø Offer is only valid for stays at participating hotels, Red Lion Hotels, Red Lion Inn and Suites, and Hotel RL. Ø 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: Book your stay this winter and save 30% off your stay Plus Free Breakfast at Red Lion Hotels on stays from December 2, 2015 to February 29, 2016.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
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S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
Objective: Incent travelers to book through Redlion.com by offering an exclusive room discount driving bookings during the winter holiday months. 1. Increase bookings 2. Grow brand awareness 3. Expand customer acquisition, Promotional Media: •
The Winter On Sale 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 and RNR8. OTA rate codes are EX8, EXT8, BK8, HDS8, ON8.
Ø Ø Ø Ø Ø Ø Ø
SEM Paid Media Retargeting Promo tile on redlion.com and property pages Email (Hello Rewards members, offer subscribers) Facebook posts Twitter posts
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 Promo1 category with WINTER, RNR8 • OTA rate codes: EX8, EXT8, BK8, HDS8, ON8 • Min LOS – N/A • Rate set - 30% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
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S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
Booking Channels: • •
Redlion.com OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque)
Managing offer availability: •
The WINTER rate code, RNR8 and OTA Rate Codes: EX8, EXT8, BK8, HDS8, ON8 are bookable on December 1, 2015 to December 16, 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: WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8. Please see report instructions below.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
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S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
•
From the home screen select Miscellaneous then select Reports
•
Type Package Forecast in the report field and then select Package Forecast. Select OK
•
Choose BRKFST in Package Forecast Group
•
Select Print.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
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S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
•
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, RNR8 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 communicating the campaign theme and promotion, 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.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail Additional Terms & Conditions: Ø Standard cancellation policy of 24 hours in advance. Ø Guests must book using rate code WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8. Ø Booking is available December 1, 2015 – December 16, 2015 Ø Stay dates are from December 2, 2015 to February 29, 2016. Ø 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. Ø This offer is subject to availability, and can be terminated at any time. Ø Offer is only valid for stays at participating hotels. Ø May not be used in conjunction with any other promotion or discount. Ø WINTER 2015 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. RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 6
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
Objective: Incent travelers to book through Redlion.com by offering an exclusive room discount driving bookings during the winter holiday months. 1. Increase bookings 2. Grow brand awareness 3. Expand customer acquisition, Promotional Media: •
The Winter On Sale 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 and RNR8. OTA rate codes are EX8, EXT8, BK8, HDS8, ON8.
Ø Ø Ø Ø Ø Ø Ø
SEM Paid Media Retargeting Promo tile on redlion.com and property pages Email (Hello Rewards members, offer subscribers) Facebook posts Twitter posts
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 Promo1 category with WINTER, RNR8 • OTA rate codes: EX8, EXT8, BK8, HDS8, ON8 • Min LOS – N/A • Rate set - 30% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
Booking Channels: • •
Redlion.com OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque)
Managing offer availability: •
The WINTER rate code, RNR8 and OTA Rate Codes: EX8, EXT8, BK8, HDS8, ON8 are bookable on December 1, 2015 to December 16, 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: WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8. Please see report instructions below.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
•
From the home screen select Miscellaneous then select Reports
•
Type Package Forecast in the report field and then select Package Forecast. Select OK
•
Choose BRKFST in Package Forecast Group
•
Select Print.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail
•
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, RNR8 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 communicating the campaign theme and promotion, 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.
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – Winter 2015 Promotion - CYBER Monday Long Tail Additional Terms & Conditions: Ø Standard cancellation policy of 24 hours in advance. Ø Guests must book using rate code WINTER, RNR8, EX8, EXT8, BK8, HDS8, ON8. Ø Booking is available December 1, 2015 – December 16, 2015 Ø Stay dates are from December 2, 2015 to February 29, 2016. Ø 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. Ø This offer is subject to availability, and can be terminated at any time. Ø Offer is only valid for stays at participating hotels. Ø May not be used in conjunction with any other promotion or discount. Ø WINTER 2015 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. RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2014. This document is proprietary and may not be disclosed without written consent
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