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Strategy, design and
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Meliá Hotels International is a Spanish hotel chain founded in 1956 in Palma de Mallorca. The company is one of Spain's largest domestic operators and currently market leader for both resort and urban hotels. In addition Meliá has an increasing global presence with a total of eight brands in its portfolio.

Elespacio’s role is to provide strategic and design solutions for Melia’s global advertising campaigns focusing on both concepting and production of multi-language formats.

Dynamic Remarketing Strategy

Initially Meliá Hotels International approached Elespacio for help with the development of a strategy and implementation roadmap for Dynamic Remarketing. It needed to focus on DoubleClick but at the same time consider other ad serving platforms such as Weborama and Adform.

Hotel name

Price / Promo

CTA

Image

Data Source Dynamic Template Personalised Ads

Our recommendation was to set up two separate campaigns. The first would focus on prospecting new users by raising brand and product awareness and driving traffic to Meliá´s transactional website.

The prospecting campaign used interactive rich media ads segmented by hotel types (e.g. Families, Romance, Beach Resorts and All-inclusive). Based on the user’s interaction with destination and hotel type, they would be dynamically re-targeted with an offer and CTA to visit the site.

1 prospecting campaign

The second campaign would focus on conversion by re-targeting users based on behavior on shoppable pages within the ecommerce platform, namely on actions that did not lead to a sale. The dynamic ads shown would reflect a more aggressive offer of hotels or destinations seen by users, leading them back to the site to close conversion.

2 conversion campaign

Finally, the client requested that we evaluate technical feasibility and compatibility from the integration of DoubleClick with internal data sources and audiences segmentation platforms to achieve a highly intelligent, automated and relevant campaign. Moreover, we provided recommendations on how to optimise dynamic remarketing campaigns utilising DoubleClick features.

Design & Creativity
for master ads

Elespacio’s role during the ideation phase is to translate an existing campaign theme into a consistent and elegant animated master creative. So far we have collaborated on two different brand initiatives from the Meliá portfolio: the Gran Meliá and Me summer campaigns.

While both brands live under the same Meliá International umbrella they each have their own target audience and product offering. Our team developed various bespoke formats such as inpage expandables and push downs with video, in addition to the standard format type.

"With Elespacio we've found the perfect combination of excellence, talent and involvement, which allows us to face any project with a total guarantee of success."

SERGIO FERNÁNDEZ VIDAL

DIGITAL DESIGN AND PRODUCTION, MELIÁ HOTELS

Global advertising production

Once master creatives have been approved by brand teams, the next challenge is to roll out a multi-language global production for local markets. This often involves working with a variety of technical requirements and ad serving platforms sticking to tight deadlines. Whilst our team works on specific markets, our Senior Art Direction Lead verifies that all pieces are consistent and well executed.

Quality Assurance
(QA) and Delivery

Working as part of our agile development team, our QA Analysts are responsible for thoroughly reviewing and testing each and every creative ahead of delivery, to ensure the highest possible quality outcome. This process involves checking ad clickability, specific publisher’s requirements such as weight, number of loops, borders etc, and also the correct use of font sizes, spaces and proportions of graphic elements across the board.