Activation: Hampton’s Black Family Reunion Sponsorship Nets Results - Event Marketer

Activation: Hampton’s Black Family Reunion Sponsorship Nets Results

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More than 15 000 people—double the brand’s initial expectations—have registered for an online promotion around Hampton ’s sponsorship of the National Black Family Reunion at the National Mall in Washington DC.
 
The Hilton Hotels brand was official host hotel for the Sept. 9-10 event which drew roughly 200 000 people. The company activated its sponsorship by giving away bags stocked with Hampton amenities—including lotion and mints—to the event’s first 10 000 attendees and it set up an online promotion inviting consumers to register to win 25 free room nights for their own reunions.
 
“Family reunion business is an audience that Hampton actively targets ” said  Toni Zoblotsky assistant director-Hampton brand interactive marketing. “[And] we are always looking for ways to enhance our diversity efforts.” The online promotion continues through the end of September.

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