On April 21, 2018, Simply Social Media brought fifty Instagram Micro-Influencers from northern New Mexico to Hyatt Regency Tamaya Resort And Spa in Santa Ana Pueblo, New Mexico, for an exclusive VIP influencer event. Participants for this event were cultivated through Simply Social Media’s @travelnewmexico Instagram community.
Photo by Josh Lane
Objective
Hyatt Regency Tamaya Resort And Spa’s Marketing Goals:
#1: Increase awareness to local community.
The Instagrammers who came were all from Santa Fe or Albuquerque and the surrounding areas.
#2: Highlight specific areas of the hotel.
Corn Maiden restaurant, the spa services, the resort grounds, and the horse stables. Hyatt Regency Tamaya Resort And Spa had recently completed a renovation of their lobby area and wanted to feature it.
Approach
Influencers were taken on a behind the scenes tour of Hyatt Regency Tamaya Resort And Spa’s fabulous resort, starting at their premier restaurant Corn Maiden. The corn maiden deity is a symbol of sustenance, survival and life, and their restaurant is a celebration of delicious food, fine wines and good company - all with spectacular views of the Sandia Mountains.
Then we toured the resort, including the Tamaya Mist Spa, the unique Native American Art, their beautifully curated hotel rooms, and their lush grounds and pool area.
Finally, we were whisked away to the Tamaya Stables for a sunset picnic just in time for that magic, golden hour. We got to learn about their Tamaya Horse Rehab program and meet some of the horses.
Results
Five hundred and seventy six Instagram posts, which contained 743 images and 15 videos, were created by 54 unique accounts using the #HyattTamaya hashtag. Engagement on these posts consisted of 23,068 likes and 989 comments. The hashtag potentially reached 68,178 people and made approximately 602,142 impressions during the time period of April 21 to April 29, 2018.
The images and videos posted to Instagram are now available to Hyatt Regency Tamaya Resort And Spa so they may repurpose the user generated content on social media with proper photo credit.
“I really had no idea that this magical place existed before the event. Ive been telling all my friends to plan a visit. Thank you for the wonderful hospitality!”
Photo Contest
Simply Social Media held a photo contest in conjunction with the InstaMeet event. The photo contest was organized around categories designed to incentive participants to post about the specific areas of the hotel that Hyatt Regency Tamaya Resort And Spa was eager to promote. Images posted to Instagram with the hashtag #HyattTamaya between the dates of 4/21 - 4/29 were eligible to win prizes. The categories of this photo contest were:
Corn Maiden Restaurant
Tamaya Mist Spa
Tamaya Stables
Pool and Interior
Overall Experience
Below are the photo contest winners chosen by Hyatt Regency Tamaya Resort And Spa.
Prizes
Overall Grand Prize - Two night stay at the Hyatt Tamaya for the person who posted the most comprehensive story about their experience.
Category Prizes:
Corn Maiden Restaurant - Gift certificate
Spa - Gift certificate
Stables - Trail ride for two
Pool and Interior - Gift certificate
More
Watch what Mikaela Snow said about her experience in her YouTube vlog.
