The 2016 Presidential Election shaped up to be one of the most historic in recent history. The nightly cable news networks aired nothing but election news, and the media coverage and chatter was strong from mid-2015 through the November election. While many brands offer election night promotions, there seemed to be a lack of brand promotions presence leading up to November. Other than Saturday Night Live, there were very few brands or non-media entities – if any – leveraging the presidential election prior to the September/October timeframe.
LDWW and Omni Hotels & Resorts recognized the opportunity to leverage the Presidential Election news cycle to raise awareness for its offerings, and create memorable experiences for its guests and patrons.
The strategy developed by LDWW and Omni’s communications team was to “newsjack” the Presidential Election to generate earned and owned media coverage across the country. Three marketing initiatives were concepted and implemented including: 1. Presidential Golf Tour. 2. Stay Like a President. 3. Polling for Cocktails.
The campaign not only earned significant media coverage, but drove substantial incremental revenue for the individual hotel properties.