RLHCMarketingUpdate · Here are steps on how your hotel can get involved: 1. Appoint a Breast Cancer Awareness ambassador to champion the activation points at the property level 2.

RLHCMarketingUpdate 11 September 2015

BrandMarketingInitiative BreastCancerAwarenessCampaign October 2015

CONFIDENTIAL – NOT FOR DISTRIBUTION | Breast Cancer Awareness | October 2015 | page 1

Introducing Hotel RL Dressed in Pink for Breast Cancer Awareness

What is Hotel RL Dressed in Pink for Breast Cancer Awareness?

For the month of October, Hotel RL Dressed in Pink is an initiative that encourages all Hotel RL associates and hotel guests to participate in, and support breast cancer awareness month. As a company, all support efforts will benefit the Susan G Komen foundation.

Why is this campaign important?

Breast cancer is the second most common kind of cancer in women. About 1 in 8 women born today in the United States will get breast cancer at some point. National Breast Cancer Awareness Month is an annual international health campaign organized by major breast cancer charities every October to increase awareness of the disease and to raise funds for research into its cause, prevention, diagnosis, treatment and cure. As RLHC associates, we feel this campaign is important to support because we all have stories or are close to people who fight cancer and they are our unsung heroes. Together with other companies and Susan G Komen, we wish to do our part to eradicate cancer.

Breast Cancer Awareness | October 2015 | page 2

How to Activate Hotel RL Dressed in Pink for Breast Cancer Awareness

Here are steps on how your hotel can get involved:

1.  Appoint a Breast Cancer Awareness ambassador to champion the activation points at the property level

2.  Review the following Hotel RL Dressed in Pink activation deck

3.  Associate engagement: ambassador to work with HR and encourage as many associates to participate

4.  Guest engagement: ambassador and associates to engage guests via on property tactics

5.  Communicate: ambassador to post property engagement on Yammer and other hotel social pages

NOTE: RLHC is planning special recognition for hotels that demonstrate high engagement levels for Hotel RL Dressed in Pink Breast Cancer Awareness month.


HOTEL RL DRESSED IN PINK October 1st – 31st

© 2015 RLHC. All rights reserved

BREAST CANCER AWARENESS MONTH

Breast cancer is the second most common kind of cancer in women. About 1 in 8 women born today in the United States will get breast cancer at some point. National Breast Cancer Awareness Month is an annual international health campaign organized by major breast cancer charities every October to increase awareness of the disease and to raise funds for research into its cause, prevention, diagnosis, treatment and cure. The campaign also offers information and support to those affected by breast cancer.


HOTEL RL DRESSED IN PINK

This October, during National Breast Cancer Awareness Month, Hotel RL aims to support this important campaign by raising awareness about the significance of early detection of breast cancer and to support the Susan G. Komen foundation, a non-profit organization dedicated to saving lives and ending breast cancer forever.


HOTEL RL DRESSED IN PINK

For the month of October, Hotel RL will run Hotel RL Dressed in Pink. This initiative will encourage hotel associates, hotel guests, and locals to participate in, learn about, and support Breast Cancer Awareness Month and the Susan G. Komen foundation.


ACTIVATION CHANNELS

•  Hotel Lobby •  Hotel RL Living Stage •  Hotel RL Café •  Signature Moments •  Local •  Digital


HOTEL LOBBY ACTIVATION

•  Lobby chalk art announcing Hotel RL Dressed in Pink along with a call to sign up for a local charity walk

•  Breast Cancer Awareness Pins for associates to wear, and available for guests to take

•  Assortment of pink flowers throughout the lobby

•  Self-serve donation baskets •  Hotel associates will be encouraged

to wear pink nail polish throughout the month

•  Temporary ribbon tattoos will be available throughout the lobby for guests and locals to take


LIVING STAGE ACTIVATION

•  Each week in October will feature an event in support of Breast Cancer Awareness Month. –  Susan G. Komen foundation

speaker to raise awareness of the organization and its mission.

–  Survivor Forum – local survivors encouraged to tell their stories to raise awareness.

–  Dressed in Pink Manicures – a local manicurist will provide pink manicures to guests that sign up in advance.

–  Poetry Night – a night dedicated to reading poetry about survival, and other related topics.


HOTEL RL CAFÉ ACTIVATION

•  Hotel RL will offer a Pink Breakfast section on the menu through October: –  Grapefruit juice –  Strawberry yogurt –  Fresh Strawberries –  Strawberry frosted donuts

•  Signature Drink – Dressed in Pinktini •  Dressed in Pink Happy Hour

–  Hotel RL to pick a night in October for a Dressed in Pink Happy Hour where attendees are encouraged to wear something pink and Dressed in Pinktinis are served through the night. Proceeds will go to the Susan G. Komen foundation.


SIGNATURE MOMENTS ACTIVATION

•  Throughout October, Hotel RL will update their exterior lighting from blue to pink.

•  All Hotel RL Dressed In Pink creative will include a pink background and the white KO Hotel RL logo.


LOCAL ACTIVATION

•  Hotel RL Truck will have a donation basket, pins and strawberry frosted donuts for purchase.

•  Associates to participate in local walks to support the Susan G. Komen foundation or other local charities in support of breast cancer awareness/prevention/cure.

•  Guests will be encouraged to participate in local walks as well.

•  Anyone participating in a walk will be able to receive a Hotel RL Dressed in Pink t-shirt.

•  Hotel RL will contribute directly to the Susan G. Komen foundation or another local charity.


DIGITAL ACTIVATION

•  Hotel Package that includes a $25 donation to the Susan G. Komen foundation, utilizing rate code: PINK

•  Website landing page announcing Hotel RL Dressed In Pink

•  Brand level home page slide •  Promo tile and landing page about

Hotel RL Dressed In Pink –  This will be at the brand and property

level leading up to and through October

•  Static ribbon icon leading to landing page

•  Social media postings with #RLdressedinpink


RECAP OF ACTIVATION POINTS

•  Hotel Lobby –  Lobby chalk art announcing Hotel RL Dressed in

Pink along with a call to sign up for a local charity walk

–  Breast Cancer Awareness Pins –  Assortment of pink flowers –  Self-serve donation baskets –  Lobby chalk art announcing local walk sign ups –  Hotel associates wearing pink nail polish –  Temporary ribbon tattoos

•  Hotel RL Living Stage –  Weekly events in support of Breast Cancer

Awareness Month •  Hotel RL Café

–  Pink Breakfast menu –  Signature Drink – Dressed in Pinktini –  Dressed in Pink Happy Hour

•  Signature Moments –  Up-lighting –  Creative with pink background and white KO

logo

•  Local –  Hotel RL Truck donation basket, pins and

strawberry frosted donuts for purchase. –  Local walks for associates –  Guest sign ups for local walks –  Hotel RL Dressed in Pink t-shirt. –  Hotel RL charity contribution

•  Digital –  Hotel Package –  Website Landing Page –  Brand level Home Page Slide –  Promo tile and landing page about Hotel RL

Dressed In Pink –  Static ribbon icon –  Social media postings with #RLdressedinpink


SAMPLE DRESSED IN PINKTINI RECIPE

Ingredients •  3 1/2 ounces fresh pink grapefruit juice,

plus grapefruit wedge for garnish •  1/2 ounce fresh lemon juice •  1/2 ounce orange liqueur •  2 ounces vodka

Directions Shake the grapefruit and lemon juice, orange liqueur, vodka and 1 tablespoon crushed ice in a cocktail shaker. Add a touch more fruit juice or vodka to taste. Strain into a chilled martini glass and garnish with grapefruit.

When will this campaign rollout?

We will be providing all information to hotels by Thursday, Sept 17, so please be sure to join the webinar that afternoon. The campaign will then run the full month of October. How do I obtain the promotional materials?

To obtain promotional materials for this campaign, please go through your Field Marketing manager for assistance.

Questions

For more information, contact: Sarah Frank | Director of Brand Marketing

[email protected] T: 509-777-6339 | M: 303-809-9916


RLHCMarketingUpdate · Here are steps on how your hotel can get involved: 1. Appoint a Breast Cancer Awareness ambassador to champion the activation points at the property level 2.

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