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
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.
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
“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.
To view a video demonstration of how Omni’s new ads come to life, click
here. The Omni LIVE app is available for free download from Google
Play and the Apple
App Store. For more information on booking a meeting or event,
please visit omniunderstands.com
or by calling 1-800-788-OMNI. Travelers or media can also follow Omni
Hotels & Resorts at www.Facebook.com/OmniHotels,
About Omni Hotels & Resorts
Omni Hotels & Resorts creates genuine, authentic guest experiences at
nearly 60 distinct luxury hotels and resorts in leading business
gateways and leisure destinations across North America. From exceptional
golf and spa retreats to dynamic business settings, each Omni showcases
the local flavor of the destination while featuring four-diamond
services, signature restaurants, Wi-Fi connectivity and unique wellness
options. Known for its award-winning, personalized service, Omni leaves
a lasting impression with every customer interaction, with a heightened
level of recognition and rewards delivered through its Select Guest
loyalty program and the company’s “Power of One” associate empowerment
program. The brand is frequently recognized by top consumer research
organizations and travel publications. To get additional information or
book accommodations, visit omnihotels.com or call 1-800-The-Omni.
AvreaFoster is a full-service branding and advertising firm that helps
businesses build more profitable relationships with their customers.
Using sound brand strategy, AvreaFoster helps its clients successfully
navigate business inflection points through ground-breaking campaign
development and smart creative execution. Based in Dallas, AvreaFoster
specializes in marketing, advertising, interactive, message development
and brand creation.
Aurasma is the industry’s leading augmented reality platform. Available
as a free app for iOS and high-powered Android devices or as an SDK for
developers, Aurasma’s core technology uses advanced image and pattern
recognition to blend the real world with digital, interactive content
such as videos and animations called “Auras.”
Auras can be created for printed images, product packaging, clothing,
physical places and users can even use the app to create and share their
own. Since its launch in June 2011, Aurasma has reached more than six
million downloads and the core technology (the SDK) has been embedded in
over 2,000 Aurasma-powered apps. Over 20,000 partners in markets
including retail, fashion, entertainment, sports, automotive, education,
advertising, and publishing now use the powerful technology to reach
their customers. Aurasma is part of HP Autonomy.
To learn more about Aurasma, visit http://www.aurasma.com.