• by Tanya Gazdik , July 10, 2013

Omni Hotels & Resorts is changing up its ad campaign to promote its meeting and events business using augmented reality technology.

The multimedia campaign targets meeting and event planners with a mix of print, Web banners, online video content and social media. It was created by AvreaFoster, planned and executed by Southwest Media Group using technology from HP Autonomy’s industry-leading augmented reality platform, Aurasma.

The “Omni Understands” campaign, which originally launched in 2010, highlights testimonials from meeting planner customers recognizing Omni for its excellence in its signature properties, food and beverage, customer service and meeting space.

The new effort centers on the use of augmented reality technology, which allows mobile device users to point their device’s cameras at certain images -- in this case a print ad -- that trigger videos. Each print ad prompts readers to download the free Omni LIVE app to watch the ad come to life and lead to special bonus offers.

After downloading the app, users hover their mobile device over the ad to access exclusive video content that includes customer testimonials, virtual tours and behind-the-scenes discussions with top chefs. Following the video, meeting planners unlock a special offer -- $1,000 toward a welcome reception at any Omni property -- by clicking through to a landing page.

“When we launched the campaign three years ago, it was a big hit with meeting planners, who valued the testaments from their fellow meeting planners as to why their events with Omni are so successful,” said Tom Santora, senior vice president of sales and chief marketing officer for Omni Hotels & Resorts, in a release. “We are building on that momentum with a campaign refresh that will hopefully be just as, if not more popular than our original.”

The campaign includes advertising targeted at meeting and event planners in several industry trade outlets, including One+, Association Meetings, Prevue, Meetings & Conventions, Convene, Black Meetings & Tourism and Medical Meetings, as well as an online presence on targeted digital networks.

The Omni LIVE app is available for free download from Google Play and the Apple App Store.