The Web Marketing Association is proud to present this 2016 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Integrated Ad Campaign
The Modern Honolulu is a AAA Four Diamond property located in Honolulu, HI. The property’s design is like nothing else in Hawaii and features a cosmopolitan vibe, reminiscent of hotels in South Beach, New York, or Los Angles. The hotel wanted to build a successful guest loyalty program that would provide guests with exclusive offers, special amenities, benefits for direct bookings, and incentives to book repeat visits.
We created the Friends with Benefits guest loyalty program to provide leisure guests with incentives to book direct and provide motivations for repeat visitation. This would drive additional revenue, higher ADRs (vs. non-direct bookings) and additional opt-in emails for ongoing marketing efforts.
The target audiences for The Modern Honolulu include both domestic and international audiences. Domestic audiences include California, Oregon, Washington (state) and other key feeder markets including New York, Washington DC, Dallas, Chicago, and Denver. Key international audiences include Australia, Japan, China and South Korea. The hotel’s design and atmosphere is geared towards a younger, more affluent, tech-savvy consumer. The Friends with Benefits program, in particular, is targeting leisure travelers in these different markets.
The campaign is featured on the hotel website, in email and through PPC and display ads.
Contributors:
| President, Hospitality Division: | Ursula Boll |
| COO/Brand Marketing Specialist: | Doug Luciani |
| VP, UX and Creative Design: | CA Clark |
| Content Manager: | Betsy Bender |
| Director of Search and Analytics: | Kim Palmer |
MILES
Website: www.milespartnership.com
Location: USA
About the Agency:
Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.