Star Ratings

Consumer

Digital / Stakeholder Engagement / Media Relations / Advertising Brand Development and Management / Strategic Counsel / Gamification

Star Ratings is an internationally recognised symbol for quality accommodation standards. Their service was used in more than 70 countries worldwide and reflected the cleanliness, quality and condition of guest facilities.
To increase awareness and influence of the Star Ratings brand/trademarks on consumer decision making behaviour and booking choices, after the organisation had experienced a 48% decrease in licensees since 2009, driven by a combination of internal and external issues.
SOLUTION
Horizon developed an ambassador led, integrated strategy which focused on building fresh and engaging content, designed to educate and engage consumers about the Star Ratings scheme. Horizon partnered with Catriona Rowntree who featured heavily across the advertising campaign elements -instrumental in increasing brand awareness and driving website traffic.
In addition to a national advertising and media relations campaign, Horizon developed a suite of marketing resources including a micro-site, online game and multiple 360 degree videos to showcase some of the brilliant Star Ratings accredited properties.
Broad blogger and stakeholder outreach was also undertaken, resulting in Star Ratings material being disseminated to the Australian Auto Club's combined eight million members.


OUTCOME
The 'Star Tripping' micro-site received over 120,000 views and more than 5,200 people registered and played the online game, far exceeding the registration KPI of 500.
The media relations campaign secured more than 1,100 pieces of media coverage, reaching more than 38 million people. Coverage included; The Huffington Post, Stuff.co.nz, Newcastle Herald, The Guardian, Yahoo!7 and more.
The ambassador videos received more than 87,000 views and the digital and trade media advertising campaigns received more than 500,000 impressions. The total reach for the campaign is estimated at over 57 million.

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Horizon Communication Group is a privately owned and operated, award winning independent communication agency. We are strategy experts in public relations, crisis
communications and issues management. Based in Sydney, we have long term affiliates in every state and territory in Australia.

Horizon Communication Group acknowledges Aboriginal and Torres Strait Islander peoples as the traditional custodians of our land - Australia. We acknowledge the Gadigal of the Eora Nation as the traditional custodians of this place we now call Sydney.

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