Shell Vacations Hospitality�s (SVH) Black Friday Travel sale is a brand wide sale held every year and centered on the busiest shopping time of the year in the U.S. A vital customer segment of SVH�s audience is family travelers; each resort is condo or suite-style with a kitchen or kitchenette. SVH guests have come to expect heavily discounted rates during their annual �Black Friday Travel Sale,� which launched for the first time in 2009. The sale is targeted at both new and current loyal guests.
The 2012 Black Friday mini-site featured many interactive elements. The main scene was a variety of luggage pieces moving along a baggage claim conveyer belt at the airport. Each piece of luggage represented a different SVH destination that participated in the sale (e.g. Napa, Las Vegas). When users scrolled over a bag, the background flashed scenes from that destination. A TV-shaped piece of luggage linked to the brand�s YouTube channel, an Arrival/Departure board displayed live feeds of the brand�s social media activity. Planes branded to SVH could be seen taking off and landing through the window.
This campaign is historically the most successful brand-wide campaign of the year. HeBS and SVH strive for better results year over year. The primary goal was to drive bookings for the brand�s need period (December-January). In addition to gaining new email subscribers, mobile phone numbers, and social media followers to be used for future marketing initiatives, revenue increased year-over-year by 66% and we achieved a ROI of 1,606%.