In less than 90 minutes, The Grove Park Inn Resort & Spa in Asheville, N.C. gave away 96 free rooms exclusively through Twitter, a free social networking and micro-blogging service that enables its users to send and read other users’ updates, known as “tweets.”
“We launched this promotion to celebrate The Grove Park Inn Resort & Spa’s 96th birthday celebration in July,” explains Susan Phillips, the resort’s Director of Marketing and Communications. “We are one of the first major companies to launch a major giveaway as a way to reach and communicate with current and new customers.”
A tweet was sent out at 11:00 AM on May 11 to those “following” a profile page on Twitter.com that was created in the name of E.W. Grove—the famed druggist who made millions creating and selling his elixirs and tonics, and then built the historic resort in 1915. The page provides updates on Grove Park Inn activities, and the first 96 people who called a special 800 number provided only through the “tweet” were able to claim a free, one-night deluxe Mountain View accommodation.
Inspired by the Internet success of one of its recent guests, President Barack Obama, who stayed at the resort while preparing for his second debate with Senator John McCain, the Grove Park Inn is always looking for creative ways to market the property, says Ron Morin, Executive Director of Operations.
“There certainly is a developing trend for the hospitality industry to promote on Twitter,” adds Morin. “With our move toward more of an online presence, Twitter seemed like a unique way to give away 96 free stays.”
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