Burj Al Arab Jumeirah proves social media can
successfully extend brand equity
Dubai,
25 September 2014 - Burj
Al Arab Jumeirah, the World's Most Luxurious Hotel, has been awarded the global
title 'Best Social Media Presence by
an Individual Hotel, Property or
Resort' by Skift, the world's largest travel intelligence
and marketing platform.
During
the seven month judging period from 1 January 2014 to 31 July 2014, Burj Al
Arab achieved record engagement figures with more than six million likes,
comments, shares and views across Facebook, YouTube, Instagram and Twitter.
Initiatives
highlighted by Skift included hosting the #WorldsUltimateInstameet with the
world’s largest Instagram travel account @BeautifulDestinations. The Instameet was attended by ten of the
world’s most influential social identities who share a combined audience of
more than 18 million. The event generated more than 25,000 comments and 3.2
million likes from supporters around the world.
The
hotel also committed to a yearlong partnership with #MyDubai, a campaign
initiated by the Crown Prince of Dubai, HH Sheikh Hamdan. The initiative
invites residents and visitors to hashtag their social media images #MyDubai to
create ‘the world’s first autobiography of a city’. On the last Thursday of each month, the five
best images are projected onto Burj Al Arab’s iconic sail.
Burj Al Arab’s social strategy targeted key
social media influencers and high net-worth individuals to engage with both the
local community and with current and potential customers.
Jumeirah
Group Spokesperson, Piers Schreiber said: "We are delighted that Burj Al
Arab Jumeirah has received the Best Social Media Presence for Hotels
award from Skift. As the hotel is one of the most talked about and certainly
the most photographed in the world, social media is the most natural platform
for it to communicate with its many fans; and as the flagship hotel of Jumeirah
Group it has pioneered the use especially of Instagram and YouTube in both
building brand awareness and entertaining its followers across the globe. This
award is a fitting testament to the creative passion of our marketing team
at Burj Al Arab Jumeirah."
The inaugural Skifties awards recognise and
award travel brands that excelled against peers in 2014 with judging based on
the marriage between value data and editorial context.
Announcing the winners, Skift said: “To us,
acquisition of users was not enough to make a brand stand out, it was about how
their content engaged the community, and how present and genuine the brands
were in their attempt to inspire and convert their audience.”
Other Skifties award winners included TripAdvisor
for Best Branded Facebook Account and Lonely Planet for Best Branded Instagram
Account.
