Best Hotel And Lodging Interactive Application

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%.

Contributors:

HEBS DIGITAL

Location: United States