Omni Hotels & Resorts has announced the introduction of a revamped advertising campaign to promote its meeting and events business. The campaign aims to break new ground, making Omni the first North American luxury hotel brand to feature print advertising with augmented reality technology.
The multimedia campaign 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’s 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.
