INTEGRATED AWARENESS CAMPAIGN, IDENTITY & COLLATERAL
EVOK ensured everyone was aware of their “One big, synergistic slumber party at three convention hotels in Orlando’s entertainment and meeting district.” Not only did they stay up all night launching a new property, brand awareness and integration kept going up, up, up.
ideas.
The name Rosen is synonymous with conventions in Central Florida. Still, Rosen Hotels & Resorts had to overcome brand fragmentation while synonymously increasing brand awareness. Coupled with unifying a brand, Rosen was slated to launch a 1,500 guestroom convention property in the competitive leisure travel and meeting planner markets via development of a comprehensive online strategy.
work.
A synergistic creative approach was established to elevate the Rosen Hotels & Resorts overall, while retaining the personality and identity of each individual property.
The unified brand campaign utilized print and newspaper ads with unique 800 phone numbers and URLs, direct mail and Internet initiatives (websites, microsites, online games, SEO and email blasts) to expose meeting planners and leisure travelers to the Rosen message with more frequency without budget increase. Tracking devices, such as regional and property specific phone numbers, bridge pages, and analytics were incorporated into the messages to help determine preferences.
results.
The synergistic approach unified the brand and increased awareness. The marketing and branding of all three (3) properties together has enabled the Rosen sales department to sell each property as a unique solution for their clients, rather than properties competing against each other. Additionally, the comprehensive online strategy inclusive of e-flyers, banner ads linking to complementary microsites promoting specials, e-cards and e-games have a viral marketing capacity that helps build and perpetuate the brand, while generating 10-15 minutes of target engagement and triggering a significant increase in qualified leads annually.
After reaching the pre-opening booking goal of $100 million, Rosen Shingle Creek continued to exceed meeting & convention sales and awareness benchmarks. In independent market surveys, Rosen Hotels & Resorts has ranked higher in consumer ad recognition than any other Central Florida hotel for the past three (3) years. Thanks to an intense SEO (search engine optimization) initiative, all Rosen properties continue to rank in the top three (3) organic Web search engine results.
For a card that’s collector worthy. And a game that’s on, let’s play.
