Meliá Hotels International is Spain’s largest hotel chain and one of the largest in the world, operating more than 350 hotels in 35 countries and 4 continents under several brands.
Faced with increasing competition and unique demands from changing audiences, Meliá needed Gravity’s help in driving increased awareness and preference across core markets, namely, the Americas.
We were tasked to create a two-pronged online campaign for the North, Central and South American audience targeting existing customers, while also introducing the brand to newer markets and increasing awareness.
Our message had to break through a busy and competitive marketplace, and drive an increase in hotel bookings on the website during the annual 2-day flash sale.
Since Americans typically plan their vacation 2-3 months in advance, we timed the offer perfectly to catch prospective travellers looking for winter vacation deals with booking and pre-booking messages. We had to lead our communication with the offer, while highlighting a strong sense of urgency.
Our team developed the ‘Hourglass’ campaign, which emphasized the limited-time while visually depicting a beach getaway, a coveted destination for the winter season.
All pieces of communication had a live countdown clock that elevated the excitement, pressure and realism of the offer. We optimized prior campaign results to reach the best prospects through behavioral targeting, e-mail, and social media.
We also secured ad spaces with prominent travel and media websites (including The NY Post and The Boston Globe), and rolled out a compelling multilingual CRM campaign.
Results are currently ongoing.