Have you ever had a DoubleTree cookie? No really. Next time you're around one, just go in and ask, they'll hook you. And it's worth it.
These little gems are the crowned jewel of a global travel brand. A global travel brand who's email program was in dire need of sweetening.
Image Credit: Playing With Flour
The cardinal rule of email: respect the inbox.
Emailing customers is a privilege, you have to offer something of value that they want to offer to earn coveted conversions. So I went to work stripping down deal-happy messaging in favor of unexpected travel ideas and experiences.
Image: DoubleTree Sweet Deals Relaunch Email
Did you know you can take helicopter rides over the Smokey Mountains in Pigeon Forge, Tennessee? Or that Louisville, Kentucky has one of the biggest Halloween parties in the world? By unearthing what might make an area remarkable to a traveler versus just bragging about the brand, we were able to drive huge bookings numbers among Sweet Deals subscribers.
Image: DoubleTree Sweet Deals Email Template
Repurposing this email program as a personal love note from the brand resulted in a 25% lift in revenue and a 15% increase in subscribers.
Based on this success our work with DoubleTree began to expand. We were invited to rethink their annual staff holiday e-card and develop a content campaign to help launch a first-of-its-kind YouTube page.
Image: DoubleTree Sweet Deals Email Template
When the holidays came, DoubleTree asked us to rethink their annual holiday card. This is where we earned our cookies.
Image: Catch a Cookie Homescreen
Sure, it looks simplistic. But just like they're famous desert, it was subtly addictive.
The game was so successful among staff members, DoubleTree opted to use it as their brand-wide holiday card.
Image: DoubleTree Catch a Cookie Email
Team
Account Director: Faryn Maya
Project Manager: Chelsea Hurley
Art Direction: Loren Klein