Hospitality Sales and Marketing Association International

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Adrian Awards 2019

Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.

The main target audience of this project has been the individual property level digital ecommerce managers and corporate level users interested in increasing the overall search visibility of the Omni hotels website. For independent chains like Omni hotels, great search engine organic results are very important to compete in their markets. But only some companies structure website content the way search engines like best, using schema tags to make clear the meaning of the content and its relationships.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?

Omni and Milestone team defined the scope of schema implementation in a way that there was no need to access the Omni website CMS and yet acheive the same search engine visibility boost that would normally require access to a CMS platform. Milestone and Omni did several meetings and arrived at a process of implementing schemas in a scalable way and schemas were injected on the website.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?

Milestone’s schema management tool was applied to an existing omni site that created structures and boosted search engine performance including optimizing for voice search. Unlike other schema approaches, Milestone’s solution for new and existing sites created no perceptible increase in page load time. Additionally, it generates a nested architecture that provides a clear hierarchy for the search engine – something that other schema solutions don’t always do.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

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 far surpassed all original goals established for this iniative. It’s a frictionless schema deployment, monitoring and maintenance solution that can be deployed within as few as two weeks, compared to a timeline of several months to a year if conducted with internal resources.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

Entry Title

Milestone and Omni Hotels Joint submission on schema deployment across the Omni hotels website.

Division

Digital Marketing

Sub-category

Digital Marketing Innovation