Omni ad campaign uses augmented reality technology

Omni Hotels & Resorts, Irving, Texas, has revamped its advertising campaign for its meetings and events business using print ads with augmented reality technology.

The multimedia campaign — created by AvreaFoster and planned and executed by Southwest Media Group using technology from HP Autonomy’s augmented reality platform Aurasma — builds on the “Omni Understands” campaign, which debuted in 2010 and highlights testimonials from meeting planner customers.

The campaign’s new twist centers on the use of augmented reality technology, which allows mobile device users to point their device’s cameras at print ads that trigger videos. Each print ad prompts readers to download the free Omni Live app, and 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 chefs. Following the video, meeting planners unlock a special offer — US$1,000 towards a welcome reception at any Omni property — by clicking through to a landing page.

The campaign includes advertising targeted at meeting and event planners in several industry trade outlets as well as an online presence on targeted digital networks.