Although it sounds like something from “The Matrix,” “augmented reality” isn’t science fiction. It’s the mobile technology behind the revamped advertising campaign promoting its meetings and events business, Omni Hotels & Resorts announced this week.
Created for Omni by AvreaFoster, the ad campaign launched in June and targets meeting planners with a mix of print ads, web banners, online video content and social media. According to the hotelier, its new twist centers on the use of augmented reality technology, whereby users can point the camera on their mobile device at live images — in this case, print ads — in order to trigger digital content, such as online videos.
Omni is the first North American luxury hotel brand to utilize augmented reality with print advertising.
“We’re very excited to offer our augmented reality platform to promote Omni’s meeting and events business,” says Lauren Offers, head of marketing for HP Autonomy’s Aurasma, the augmented reality platform utilized by Omni. “It is an innovative technology, but most importantly, it provides Omni with a fun and practical means to engage meeting and event planners in an interactive experience which leaves a lasting impression.”
A revamped version of the “Omni Understands” campaign — which debuted in 2010 and featured testimonials from happy meeting planners — the new ads instruct meeting planners to download the free “Omni LIVE” app, then hover their mobile device over the ad to access exclusive video content, including testimonials from meeting planners, virtual tours of Omni properties and behind-the-scenes interviews with Omni chefs. After each video, meeting planners can unlock a special offer — $1,000 toward a welcome reception at any Omni property — by clicking through to a website.
“When we launched the [Omni Understands] campaign three years ago, it was a big hit with meeting planners, who valued the testaments from their fellow meeting planners as to why their events with Omni are so successful,” says Tom Santora, senior vice president of sales and chief marketing office for Omni Hotels & Resorts. “We are building on that momentum with a campaign refresh that will hopefully be just as, if not more popular than our original.”
To see Omni’s new ads in action, visit www.ohrsocial.com/demo to download the Omni LIVE app and watch a demonstration.
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