DOUBLETREE
SWEETENING AN EMAIL CAMPAIGN WITH EXPERIENCES.
Have you ever had a DoubleTree cookie? No really. Next time you're around one, just go in and ask, they'll hook you. It's worth it. Look at that thing.
These little gems are the crowned jewel of a global hotel brand. An international favorite who's email program needed to turn what had become spam into a tasty travel inspiration.
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.
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.
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. Yum.
Team
Art Direction: Loren Klein
Strategist: Jen Hunley
Content Strategy & Copy: Me
Account Director: Faryn Maya
Project Manager: Chelsea Hurley