The World’s Most Romantic Proposal

IndexI. The Langham Hotels & ResortsII. Our MissionIII. CreativityIV. MessageV. Connection

1. Romantic2. Engaging3. Viral

VI. The X FactorVII. Comments HighlightsVIII. Press CoverageIX. Key summaries

I. The Langham

Europe’s first ‘Grand Hotel’ – established in 1865.

Epitomises graceful and timeless elegance, blending a sense of the past with what is contemporary.

Our guests will be enchanted and feel completely at ease when they are embraced by The Langham:

we offer a tranquil haven, free from the pressures of the world outside.

World’ Most Romantic Hotels

Meeting The Langham

II. Our Mission

“Know our guests and build great memories”

- Establish a customer knowledge management system, and build a dynamic, customer-centric culture

- Focus on innovation to surprise and engage our customers- Continuously enhance our brands and their effectiveness

Proposals are among the greatest memories in one’s life. The quest for the World’s Most Romantic Proposal celebrates our mission to its fullest

Proposals are among the greatest memories in one’s life.

Build Great Memories

A marriage proposal is one of the most important events in people’s lives. We want to leverage that emotional connection between people and the event and associate it with The Langham to position Langham as the most romantic hotels in the world.

It is also the year that Prince William will marry Kate Middleton and we want to capitalise on the romantic build up of that wedding on 29 April 2011

III. Creativity Romantic Proposal

IV. Message - Introducing World’s Most Romantic Proposal

• The Quest for The Romantic proposal in a video no longer than 1 minute.

• Share this moment with friends and get them to comment and like

• Interacting with fans with a series of Romantic content

• Most importantly, linking Romantic Proposal with The Langham

Discover the truly touching proposals at: http://www.youtube.com/romanticlangham

V. Connection1. We were Romantic.

– Content Strategy – Most Romantic

• Movie

• Song

• Place

• Fairy tale

• Painting

V. Connection2. We were engaging.

• Interact with users through a various types of content

• Utilizing Survey Monkey as a way to engage users

• Encouraging copy writing

• Times response to comments

V. Connection

– Cross Channel:

Participants shared their entries on various social media sites, forums and blogs

One couple got a wedding blog/forum to promote their entry

– Offline Support :

One couple even got the local newspaper to report on the contest and invited fellow readers to vote for them

3. We were Viral

1. Engaged fans• 50 fans to start with• Over 12,000 people who love the Langham

and have publically connected with us and have told their friends about us.

 2. Viral videos• Generated almost 30 viral videos which has

engaged our online audience and made grown the Langham social media brand.

http://www.youtube.com/user/romanticlangham 3. Building our brand• Featured in many news outlets• One of our most successful PR initiatives

globally!  • Our fans have been spreading the word

about our campaign through their social networks.

VI. The X Factor23900% Increased in Number of Fans

VII. Memorable Comments

VIII. Press Coverage• http://www.webintravel.com/news/imagine-worlds-most-romantic-proposal-w

as-also-profitable_1822

• http://www.brides.com/blogs/aisle-say/2011/04/the-worlds-most-romantic-proposal-competition.html

• http://www.thefreelibrary.com/-Langham+Hotels+Announces+Romantic+Proposal+Contest+Celebrating+Royal...-a0253267363

• http://www.ipcn.co.uk/en/news/entry/langham_hotels_searches_for_the_worlds_most_romantic_proposal

• http://www.etravelblackboard.com/article/119917/langham-hospitality-group-unveils-winners-of-the-worlds-most-romantic-proposal

• http://www.ramanmedianetwork.com/waiting-for-worlds-most-romantic-proposal/

• http://www.ibtimes.com/articles/129852/20110402/world-s-most-romantic-proposal-langham-hospitality-group-prize-luxury-stay.htm

It is…

•Romantic• Viral•Engaging•Unforgettable

•Our Mission and Core Values

•Our Brand Statement

•The essence of social media marketing

•The true sentiment from the couples and their friends and family

It embraces…

The Defining Facts about World’s Most Romantic Proposal

IX. Summary