Omni Hotels & Resorts becomes the first luxury hotel brand of North America to use augmented reality for advertising their meeting and events business. This multimedia campaign using print advertising with AR technology has been created by AvreaFoster and it is planned and executed by the Southwest Media Group. It has been created by using the industry-leading AR platform Aurasma of HP Autonomy.
The campaign was launched in June and it is designed for meeting and event planners using a mix of online video content, print, social media and web banners. It is an extension of the campaign called “Omni Understands”, which was originally launched in 2010. The campaign emphasizes the testimonials from various meeting and event planners recognizing Omni for their excellence in food, beverages, signature properties, meeting space, and customer service.
The augmented reality version of this campaign allows users to point the cameras of their smartphones and tablets at certain images on the print ad to trigger videos. The readers are prompted by the print ad to download the Omni LIVE app, which is free, and watch the advertisement come to life. It also takes readers to special bonus offers.
Once this augmented reality app has been downloaded, the users need to hover their smartphone or tablet over the print ad to see the exclusive video content featuring customer testimonials, behind-the-scenes discussions with some celebrated chefs, and virtual tours. Event and meeting planners can unlock a special offer following the video, by simply clicking through to their landing page.
Tom Santora, the senior VP of sales and chief marketing officer of Omni Hotels & Resorts says, “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. We are building on that momentum with a campaign refresh that will hopefully be just as, if not more popular than our original.”
According to Suzanne Miller, AvreaFoster’s Vice President of Client Relationships, “The campaign connected with meeting planners and generated significant interest in and leads for Omni’s meeting and events business. 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.”
Offers, Aurasma Marketing’s head explains, “We’re very excited to offer our augmented reality platform to promote Omni’s meeting and events business. 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.”
This augmented reality ad campaign features ad targeted at event and meeting planners in various industry-trade outlets such as Association Meetings, One+, Convene, Meetings & Conventions, Tourism and Medical Meetings, Black Meetings, and other significant digital networks.