#InTheNews: Ibis Novena Checks Into Facebook

News story about BRANDTHINK Malaysia published on Marketing-Interactive.com on Feb 11, 2011.

Malaysia – In support of its latest Celebrate the New ibis Singapore marketing campaign, the Accor Group hospitality brand recently engaged local shop, Brandthink to manage all aspects of its new micro-site right from creation to Facebook app development.

The primary objective of the ad push is to stir up buzz for the upcoming launch of the hotel’s second location at Novena on 2 April, whilst securing bookings from holiday-makers upon its official opening.

As part of the exercise, an online contest has been incorporated, allowing fans a chance to win a three-day, two-night stay at the new establishment, three-hour non-stop party on a double-decker bus, daily buffet breakfasts and an all-day hop-on, hop-off FunVee City Tour of Singapore.

With five of such complimentary packages up for grabs, each winner is entitled to invite an additional five friends to join him or her for the get-away.

Having launched on 1 February, the campaign will run until 6 March 2011, which also marks the end of the contest period. Within one week of having gone live, the campaign has already generated 4000 new fans to the fresh ibis Singapore fan-page as well as thousands of contest entries.

According to Brandthink, the overall initiative is aimed mainly at reaching out to Facebook users from several key markets including Malaysia, Indonesia, and the Philippines. Regional travelers are being targeted exclusively via social ads.

Ibis Hotels was introduced in Bencoolen, Singapore almost two years ago and has since become became a favourite amongst visitors from Malaysia, Indonesia, and other parts of the region for its value-for-money offerings.

The new Facebook page replaces an older installation which only focused on the first and not both hotel landmarks.

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Resources:

1. Press Release – Celebrate the new ibis Singapore with 5 of your friends!