Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
From a pure marketing perspective, the primary goal of the website relaunch was to grow our unpaid traffic through inspirational content, clean site architecture, optimized site speed, feature parity between devices and using proper markup & schema. We also tapped internal brand marketers to rethink our digital brand voice through production of new content, imagery and standards to ensure that our brand was aligned and consistent across all channels.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Omni Hotels and Resorts targets two high-level segments of guests – group business and transient travelers. Group makes up the majority of Omni’s business where sales teams and event planners reserve large blocks of rooms for conferences, wedding and events. Transient (or leisure) travel is the second segment and the primary audience of the website redesign. These individuals are generally 35-54 years old, a manager or thought leader making around $150K+ annually. 60% of this segment are males and 40% are females with families and children living in the United States.  Given the proliferation of price comparison sites in the travel industry, transient guests have more options when booking which highlighted this group as having the largest growth opportunity. And as we continue to see mobile outrun desktop traffic, providing a more efficient inspiration > education > booking flow was the top area of focus.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
We approached this as a multi-phase project, with very discrete actions & deliverables driving requirements for the subsequent steps. Upon kickoff of Phase I, we spent the first 90 days operating as a research project, where we ran a full UX audit, competitive review, customer journey mapping exercise and design thinking workshop. This led our strategists and designers into Phase II, where we developed an initial sitemap and wireframe, which after many rounds of review materialized into a hi-fidelity visual design. Approvals of this deliverable led to Phase III, where our cloud architects began building new QA/production environments, back/front-end engineers began developing the codebase and our content team began prepping/staging the future-state experience. And the tail-end of this phase was the initial deployment of our new website! We're now in Phase IV, where we develop operational models for site maintenance and continuous improvement/optimization of the customer experience.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key objective of our new site design is to provide the customer with everything they need throughout every phase of the journey—dream, plan, book, stay and post-stay (and to make that journey as frictionless as possible). At Omni, we focus on letting customers tell us what they want—rather than us telling them what they should want. Using this mentality, we utilized session data from the customer click-path on our previous site to determine the sequence of content on our new design. We let the data drive our decision-making instead of relying on subjective opinions.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
We began measurement immediately after launch, with hourly tracking of commercial & behavioral metrics relative to an annual & 8-week lookback baseline. We also pivoted this data against device, customer groups & marketing channels to find pockets of success and opportunity. And to cover for any gaps in our digital analytics tagging, we utilized our session replay tool to review true user sessions and build deeper funnels (ex. booking engine fallout). It's a bit too early to gauge success of our traffic targets, as these were intentially built as a 6 month ramp, but we began to see immediate conversion improvement post-launch. Highlights: - 12% increase in the booking rate in the first 10 days - Hit our highest mobile conversion rate for the calendar year on Day 6 of the relaunch - Hit our highest desktop conversion rate for the calendar year on Day 15 of the relaunch
Entry Title
Omni Hotels & Resorts Website Redesign
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Web Site
Classification
Entry Award:
Silver