Expedia

Expedia

Integrated digital campaigns

Traffic and sales

What

Expedia came to us to draw on our digital expertise to help increase sales of travel to eight global cities through integrated content marketing. The campaign needed to align and complement Expedia’s wider brand marketing strategy with a clear focus on building digital visibility, traffic and sales of trips to target cities.

 

The key insight led us to understand today’s travel consumer is focussed on two things; experiences and authenticity.

With this front of mind we developed a concept that drew on the experiences of on the ground travellers who had made our target cities their homes. Their content contributions allowed us to develop a content hub, regular social media content and various campaign activations across digital channels.

How

We created “City Diaries”, as the basis of the project. This involved building a network of on the ground reporters based in the 8 global cities. They provided weekly contributions in editorial and video format and we managed the end-to-end publishing process, from strategy to publishing and promotion. 

The content platform enabled us to integrate various campaigns alongside the always-on strategy such as city specials where we focused on a particular aspect of a city such as Nottinghams music scene, or an event or holiday trigger such as Valentine’s day. Content was distributed across multiple channels, including social, email and influencer outreach.

Mobile first content targeted users before and during their trip and tactical campaign elements such as interactive content and infographics supported date and location based activity.

Results

0%
Increase in page traffic
0%
Increased sales to target cities

“We value the creativity that dvo bring to their work, time and again they exceed expectations.” European Digital Lead, Expedia.

dvo delivers everything from creative campaigns to full service marketing.

Get in touch to discuss your company’s requirements and we will work together to find the best solution.

Crystal Ski

Crystal Ski

Innovation projects

Digital Experience

What

We were challenged to create a digital experience that would allow consumers to interact with the latest Crystal Ski brand campaign. The remit was broaden so that the digital experience would sit at the heart of the campaign and various channel activities could then align around it for campaign cohesion.

How

Using consumer and historical ski research, we created a fun way for consumers to engage with skiwear through the ages. We created a platform that allowed online consumers to upload a photo and create a ski outfit from the 60s, 70s, 80s and 90s – now that’s what we call fun!

We created:

  • Interactive content
  • Earned media campaigns
  • Social integration

Results

The net result of the work with Crystal Ski is a year on year increase in organic traffic of 162%. Social engagement has improved significantly which all adds up to an improvement in sales from the target audiences of circa 37%.

We can work with your company to deliver a digital experience for your customers.

Get in touch to discuss your company’s requirements and we will work together to find the best solution.

Hayes & Jarvis

Hayes & Jarvis

Integrated app campaign

New York, New York

What

Hayes & Jarvis asked us to develop an integrated campaign to that would serve to create awareness and drive consideration of their standalone New York city breaks and provide a digital experience for travellers booked and destined for New York.

The real New York. We all think we know it. Film and TV have given us a glimpse of this amazing city, but that’s just fiction. The modern traveller is looking for experiences, something different, something they haven’t done before. So we decided to show off the best of New York from the people that live and breath it. 

Most consumers go to New York to shop, this was something we couldn’t ignore. So based on this key insight we facilitated a unique experience by creating bespoke shopping routes as the digital interaction at the heart of our campaign.

how

We developed a mobile app featuring the routes, such as “Vintage New York” and “Classic department stores”, delivered through a map-based interface. Routes were heavily adaptive with user-defined start and end points to fit in with their itinerary. This was important because we wanted the user to feel it was bespoke. Data was available in offline mode to save on roaming charges when wifi wasn’t available.

Onsite content told the story of each route and the experts backgrounds. This was important as we wanted users to feel the experience was authentic – a key Hayes & Jarvis brand value.

We delivered the app in conjunction with promotion on social and a PR campaign to drive customers to access the site and use the app.

Results

+0%
Increase in New York city break bookings
+0%
Website traffic for New York and USA pages

App of the Week

As voted by the Sun Newspaper

dvo can deliver everything from designing a creative app to grow sales to full service marketing.

Get in touch to discuss your company’s requirements and we will work together to find the best solution.

12 Days of BrewDog

12 Days of BrewDog

Christmas Loyalty Campaign

What

dvo were tasked with creating and delivering a Christmas campaign to encourage repeat visitors and collect customer data for a 7 day a week, late night venue in Camden Town.

After consulting with the venue, ascertaining their objectives and research into the current offer and sales figures, it was decided that a sponsored loyalty scheme that rewarded customers for repeat purchases was a simple and effective mechanism that could be rolled out easily on site and across the venue’s digital platforms. 

How

BrewDog was selected as a suitable partner for the campaign who were happy to support the campaign. The venue offered a wide range of their products already, including gluten free and low alcohol beers and had a good relationship with their account manager. 

The concept was to run across the whole of December, with a basic loyalty stamp card and data capture mechanism, with data capture encouraged with a prize draw. dvo sourced a graphic designer from their Roster of talent which aligned with BrewDog’s branding. BrewDog agreed to contribute a hamper of products and merchandise for the prize draw and covered production costs.

Customers received a stamp on their card for any purchase of a BrewDog product, getting their 12th free of charge. They also had the option to opt in for communications for the venue and BrewDog. The reverse of the card was used to promote BrewDog’s core and seasonal ranges.

Cards were displayed at key points around the venue as well as handed out by staff whenever a customer purchased a BrewDog product. The campaign was promoted across social media (supported by BrewDog) and the venue’s website.

“Our venue typically suffered from lack of walk-ins at Christmas, as they assumed we would be fully booked with parties. The campaign dvo delivered was simple and highly effective.” Manager, Venue

dvo supportse PR campaigns to full service marketing.

Get in touch to discuss your company’s requirements and we can work together to find the best solution.

Drinks Menus

Drink Menu Launches

End-to-end campaign management

New Drinks Menus

What

dvo has managed the launch of every single cocktail menu launch for a number of Mallen Group venues.

The venues instructed dvo to plan, execute and deliver two seasonal menu overhauls of their bespoke, in-house cocktail menus, as well as a large number of smaller special edition menus for unique events and activations, often working directly with a particular brand or supplier.

dvo was required to work directly alongside the team, utilising their vast knowledge and skills to produce menus that were not only exciting, enticing and delicious, but also commercially successful and that appealed to their particular customer base.

How

Each launch is broken up into stages, with dvo managing the whole process:

  1. Concept development – working directly with the owners and bar team, dvo helps coordinate the menu concept.

  2. Drink development –  in-line with the brief and concept.

  3. Photography and menu design – using dvo’s Roster of graphic designers and photographer.

  4. Pre-launch comms and final menu launch – teaser and PR campaigns are run across all communication platforms.

“We value working directly with an onsite team to produce stunning menus and imagery that not only represent the venue, and the latest industry trends, but speak directly to their individual customer base”
Jackie Clode-Dickens, Marketing Director, dvo.

dvo can deliver everything from content design and campaign delivery to full service marketing.

Get in touch to discuss your company’s requirements and we will work together to find the best solution.

The Candlelight Club

The Candlelight Club

London's Original Underground Speakeasy Party

A clandestine party at a secret london location

What

The Candlelight Club launched in 2010 and is London’s leading Prohibition-era pop-up event. The parties are held in secret locations around London, with guests only being informed of the location a couple of days before each event. Every aspect of the events are curated with integrity: from the music and the cocktails; through to the 1920s silent movies projected onto the walls and the performance artists. Everyone dresses the part.

Due to ever-increasing competition in experience-based nights out, The Candlelight Club were seeing significant reductions in ticket sales. They approached dvo initially enquiring about some PR support for their upcoming events but it quickly became apparent they would benefit from a much more integrated approach to their marketing.

How

dvo proposed a number of objectives, with the main ones creating a scalable, measurable and predictable source of ticket sales, an increase in brand awareness and to establish a leading position for the Candlelight Club (CLC) within the crowded experience-based leisure landscape.

Social content was central to the strategy. The vast majority of customer activity took place online, so streamlining and maximising the efficiency of the website, newsletter sign-up and conversion needed to happen quickly. Then, social media, PR and blog content was used to drive people to the website. The brand position as market leaders with a unique level of integrity meant targeted content would create a valuable stream of digital footfall.

Time was taken to work with the client to get a full understanding of the customer journey and buying cycle, so a successful longer term strategy could be put in place, so CLC could become proactive rather than reactive. Data collection and customer communications were automated where possible and appropriate.

SEO was applied across the site to increase organic search results and a detailed social media advertising campaign implemented. dvo utilised its Roster to commission high-quality photography, specifically briefed for social and PR purposes to increase the impact of imagery on the site.

dvo also worked with CLC to take ownership and management of their digital footprint, including their search engine listings, social media channels and online booking platforms to align its tone of voice and messaging across platforms.

“The Candlelight Club really is the closest you’ll find to an authentic Jazz Age experience in central London. Its unique ambience, fuelled by hundreds of candles, is truly a scene to behold.”
Time Out

dvo can deliver everything from rethinking your events strategy to full service marketing.

Get in touch to discuss your company’s requirements and we can work together to find the best solution.