How a ‘Travel Teddy Bear’ brand campaign went viral

Travel campaigns today are dime a dozen. Only a few capture our hearts and create the much-needed brand recall.

Conrad Macao did just that. Conrad Macao Cotai Central’s Facebook fan, Wing Chan from Hong Kong and Instagram fan Fernando Alberto Xavier Pereira from Macau, have each won a getaway in the hotel’s luxurious Presidential Suite, just by uploading a photo of a Conrad Macao teddy bear taken at a world-famous location to their Facebook and Instagram pages. The winning photos were taken against the backdrop of Paris City Hall and “Vessel” in New York City.

The promotional campaign gave Conrad Macao fans the chance to win a #TravelBear2019 Getaway Package if they uploaded a photo of one of the hotel’s signature bears, taken at famous destinations and tourist attractions, to their Facebook or Instagram between 1 July and 31 Aug. Fans would also need to hashtag #TravelBear2019 and tag Conrad Macao’s Facebook or Instagram to enter the campaign. The competition, now in its sixth year, has enjoyed more than 2.6 million reaches, with over 1,340 likes and 364 shares.

In 2019, two more prizes were added for participants if they reposted Conrad Macao’s Facebook or commented under Instagram Travel Bear campaign posts, and tagged friends in the comment section. A Facebook fan, Jessica Jess, and an Instagram fan, muimui955, received a pampering treatment at Bodhi Spa along with a MOP 1,000 dining credit for use at Conrad Macao dining outlets.

Conrad Macao’s collection of bears have become collectible items since the hotel opened in April 2012. In addition to the gold bear guests receive when they stay, there is also an exclusive collection of four seasonal bears every year. This year’s collection includes a Red Camouflage Bear created for Chinese New Year, a Blue Camouflage Bear for Easter, a Pink Camouflage Bear to support Breast Cancer awareness in October and a Green Camouflage Bear for Christmas.

“We were overwhelmed by the response to and participation in our #TravelBear2019 campaign,” said General Manager of Conrad Macao, Cotai Central, Mao Miyazawa. “Our loyal fans traveled to all corners of the world with their bespoke bears, and were truly creative in staging highly entertaining photos at iconic landmarks in Australia, USA, Canada, France, UK, Maldives, Peru, Russia, Bhutan, Brunei, Thailand, Taiwan, Japan, South Korea, and Cambodia. It’s great to see so much support for this endearing tradition of ours – who knows where our Conrad Macao bear will visit next?”

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