Some of the Candidate’s buttons in the Elect Benchmark marketing program that incorporates election themes.

Perhaps you’ve heard that the United States is holding an election this year. Benchmark Hospitality International, a worldwide organization operating over 30 properties representing major metropolitan and resort destinations, has taken the election fever in the U.S. and used it to promote their domestic conference centers in an innovative online marketing campaign. The campaign, called “Elect Benchmark,” broadcasts “live” from BHI Network’s “Election Central” studios, and introduces anchorwoman Connie Ferrents-Planner, an engaging, “animated” newscaster anyone would want to listen to.  Throughout the broadcast, Ms. Ferrents-Planner delivers Elect Benchmark campaign updates from across the country, borrowing from the current and past political seasons to drive home messages for all 18 candidates (a.k.a. Benchmark properties nationwide) and doing it in a highly engaging way. 

An election has to have issues, and Elect Benchmark, borrowing from the real news headlines, has incorporated issues into their online reporting, including The hotly contested “Swing Vote”; Candidates coming out in favor of a well-designed “Space Program”; each of the candidates has come out in favor of a “Balanced Budget” and yes, all 18 candidates have “Green” Platforms through EverGreen!

“We wanted to do something creative outside the typical sales blitz,” said Eric Terry, Vice President, Sales & Marketing.  “Something that recipients would click on and have fun with, offering a clever, humorous and current angle.  What better theme this year than the election!  The immediate feedback from the market was that we accomplished just that – planners are having a ball with the broadcast and even forwarding it to their colleagues with a ‘you’ve got to check this out’ message.  And guess what, its working!”

Delivered as an email blast to 80,000 planners globally who have booked a Benchmark property or shown strong interest, upon clicking onto www.electbenchmark.com viewers are immediately transported to a dynamic and humorous “election news broadcast” presentation.  Elect Benchmark is highly interactive in that while watching, viewers can “vote” for the favorite candidate they may be considering for an upcoming meeting or event.  Mousing over their candidate’s state on the election map brings up more information on the candidate, such as the Platform (very brief property overview), Campaign Promises (specific offer) and a Request for Votes (link to more information and RFP).  Planners’ votes are then directed to the selected properties’ sales teams.