The Campaign

With The Peninsula’s SnowPage mascot as the loveable ambassador of cheer, we brought to life The Peninsula’s world of wonder. Through illustrations and festive experiences each of the 10 Peninsula properties came to life in its own unique way. We invited users to “share the gift of Peninsula” this holiday season. We created property specific holiday themed experiences for users to give to loved ones. We connected users to our finely curated collections through an interactive website experience that connected all the properties in one space but highlighted each property’s bespoke experiences. We partnered with Papinee, an Art-toy collective, to roll out limited edition handmade SnowPage collectibles for each destination. Proceeds from these along with F&B and spa bookings were donated to raise funds for Make-A-Wish-Foundation. The lovable SnowPage was also brought to life through a complete social takeover where he shared his cheer along with stunning illustrations.

Creative Execution

We created a global online festive hub centered on curated experiences, translated in multiple languages. The festive collection of experiences and SnowPage were introduced using social media. Paid Search and Digital Banners were also created to build awareness to the SnowPage Hub. All these created organic social conversations, PR impressions, and online bookings. Sales of the 10 uniquely designed Limited edition SnowPage plush dolls were donated to Make-A-Wish-Foundation, boosting the CSR initiative. A video was created to showcase how the loveable SnowPage came to life and the details that went into him.

Traffic to the site went up by 24%. Dining reservations through the website went up by 29% and 150,000 dollars were raised for Make-A-Wish Foundation. 2015 Overall Cash Donations (10 hotels) – HKD 1,052,678 (+5% compared with 2014). 972 plush toys sold globally.

The strategic thought behind the campaign was to reframe Peninsula Hotel from a hotel you can stay in to an experience you can give this festive season. We took a systematic approach to deliver the digital strategy, starting with uncovering market and consumer insights through research and analysis. With our focus on family and experiences, we enhanced the “cultural” idea platform online with global elements and The Peninsula’s SnowPage as the Ambassador of Cheer. We partnered with Papinee, an Art-toy collective, to produce limited edition SnowPage collectibles. Each property had their own unique SnowPage design representing the city it is in. We also created holiday themed Peninsula experiences and introduced a special way to win these moments through Golden Tickets. Finally, we brought it all to life online with our festive hub—with SnowPage at the center.