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Hampton Hotels Save-A-Landmark Case

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I think in case 3-2, an adequate background is given on the significance of the 2008 Save-A-Landmark campaign generated by Hampton hotels. The only thing I found tough to understand was the extensive history and why and how Hampton decided to begin this massive, yet important campaign. The major reason for conducting this campaign was to help preserve national sites honoring important people and moments in American history so they could be properly celebrated. The program seemed to be very proactive in the way that they started in 2000 and have been conducting surveys to see what landmarks they should be focused on and also timing up their refurbishment of the National Civil rights Museum 40 years after Martin Luther King’s assassination. …show more content…
The major message was that the Save-A-Landmark campaign is to care for roadside landmarks by use of volunteer workers. Quantitative research was done to find the numbers they needed for donations and for the projects they would pursue. Save-A-Landmark is a unique type of community relations program that stems from a hotel chain, but branches out to historically significance. I think the locations they have chose to refurbish all have newsworthy and very significant value. They call cover very important events of our history and its important that people understand that. They have a few smaller pseudo-events like their road signs, but all of their big events are very influential and should be covered by media outlets. Their refurbishment events have garnered the attention of CNN, the associated press, USA Today and many more. They have had 220 media placements and 394,233,117 gross impressions. It seemed that it was a mix between controlled and uncontrolled media that did stories on the events. There were many press conferences and news releases on the events but also some unknown coverage as well. The coverage seemed to have started with interpersonal communication on a small-scale grass roots level, but have increased as word got out. Two of the biggest methods used by Save-A-Landmark campaign is their credibility and their use of opinion leaders. The Hamptons have received many awards over the years for their works with this campaign, including a presidential award and one from the press. They also used award-winning actor Samuel L Jackson as an opinion leader to help promote their

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