Since Delta were on their way to creating a four-star experience within their newer hotels, and through the revamped brand repositioning and marketing collateral, the next task was to create a four-star experience in the digital space – a seamless ecosystem in which all of their communication touchpoints worked together to deliver a better, faster, easier hotel experience for business and leisure travellers between the ages of 30 to 45, their target demographic. This started with completely re-designing their website, making it fully-responsive and easier for guests to book accommodations. To compliment the site, a mobile app was developed to allow guests to customize their hotel experience – before and during their stay. To make and manage reservations, request housekeeping services, customize their in-room experience, arrange transportation, and more.
To support the opening of their all-new flagship hotel, the Delta Toronto® in late 2014, an immersive experience was developed on YouTube to give visitors a chance to explore Delta Toronto in a unique way. In addition, a multi-platform (Facebook, Twitter and Instagram) social contest was launched to introduce the hotel and “SoCo”, the new neighbourhood that it’s located within. Finally, a new TV spot/digital video was shot that utilized drone technology to capture footage of the hotel and its surrounding areas from a unique, rarely-seen perspective. This work not only helped increase awareness of the brand, it helped generate an increase in hotel reservations as well. In fact, total e-commerce revenue for the brand increased by 6%. In addition, their overall revenue increased by nearly 10% and their conversion rate went up by 25%. Most impressively, their overall guest satisfaction experience increased by an astounding 60% - a true testament to Delta’s success over the past year. With numbers far surpassing the goals set by client, Delta was able to achieve their goal of becoming a leader in the four-star, full-service hospitality category. In fact, Marriott Hotels International took notice of this remarkable transformation. In early 2015, they purchased Delta and are looking to position them as the premium, four-star brand in their global portfolio.
“WE SUCCESSFULLY SHIFTED PERCEPTIONS AND JUMPED INTO THE FOUR-STAR CATEGORY IN LESS THAN ONE YEAR! THANKS TO YOU ALL FOR HELPING US MAKE THAT LEAP.” — LIANA GUIRY, CORPORATE DIRECTOR, MARKETING - DELTA HOTELS AND RESORTS®
This project was shortlisted for 2015 Digital Agency of the Year recognition through Strategy Magazine.
