Omni Hotels & Resorts today announced the introduction of a revamped advertising campaign to promote its meeting and events business. The campaign breaks new ground, making Omni the first North American luxury hotel brand to feature print advertising with augmented reality technology.
The multimedia campaign — created by AvreaFoster, planned and executed by Southwest Media Group using technology from HP Autonomy’s industry-leading augmented reality platform Aurasma — began running in June, and targets meeting and event planners with a mix of print, web banners, online video content and social media. The “Omni Understands” campaign, which originally launched in 2010, highlights testimonials from meeting planner customers recognizing Omni for its excellence in its signature properties, food and beverage, customer service and meeting space.
“We’re very excited to offer our augmented reality platform to promote Omni’s meeting and events business”
The campaign’s new twist centers on the use of augmented reality technology, which allows mobile device users to point their device’s cameras at certain images — in this case, a print ad — that trigger videos. Each print ad prompts readers to download the free Omni LIVE app to watch the ad come to life and lead to special bonus offers.
After downloading the app, users hover their mobile device over the ad to access exclusive video content that includes customer testimonials, virtual tours and behind-the-scenes discussions with top chefs. Following the video, meeting planners unlock a special offer — $1,000 towards a welcome reception at any Omni property — by clicking through to a landing page.
“When we launched the campaign three years ago, it was a big hit with meeting planners, who valued the testaments from their fellow meeting planners as to why their events with Omni are so successful,” said Tom Santora, senior vice president of sales and chief marketing office for Omni Hotels & Resorts. “We are building on that momentum with a campaign refresh that will hopefully be just as, if not more popular than our original.”
“The campaign connected with meeting planners and generated significant interest in and leads for Omni’s meeting and events business,” said Suzanne Miller, Vice President of Client Relationships at AvreaFoster. “Three years later, Omni continues to wow meeting planners with its overall product, so we felt it was time to update the campaign and expand our brand presence online. This new technology allows us to promote Omni using traditional print and continue the engagement online with entertaining videos. It’s a perfect campaign extension for us.”
“We’re very excited to offer our augmented reality platform to promote Omni’s meeting and events business,” said Lauren Offers, head of Aurasma marketing. “It is an innovative technology, but most importantly, it provides Omni with a fun and practical means to engage meeting and event planners in an interactive experience which leaves a lasting impression.”
The campaign includes advertising targeted at meeting and event planners in several industry trade outlets, including One+, Association Meetings, Prevue, Meetings & Conventions, Convene, Black Meetings & Tourism and Medical Meetings, as well as a significant online presence on targeted digital networks.
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