Strategy, design and
production of digital
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.
Price / Promo
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.
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
(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.