Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, were looking at Most Effective Travel & Tourism Campaign or Solution.

Hilton Worldwide and 383 – Youre Connected
You’re Connected is Hilton Worldwide’s curated guest-facing wi-fi platform. It replaces the previous experience, which sent millions of users directly through to USA Today, circumventing all Hilton touchpoints. Following an initial pilot in New York, the platform has rolled out across 94 per cent of Hiltons global estate in under seven months since development.

The wi-fi receives over 144m page views and 96m unique users annually, up from 100m and 60m respectively on the previous platform. More importantly, this has driven 550m ad impressions for external brands and partners, generating more than $10,000 in revenue per month – figures that previously stood at zero. Youre Connected has also been used as a platform to launch an in-house flash sale campaign, saving on external advertising costs.

Youre Connected helped the brand win a competitive pitch for a new Fans of London British Airways campaign, due to none of its competitors being able to match its depth, breadth and overall reach, and Hilton believes the platform could represent its next multi-million pound revenue stream.

Travel Republic and Criteo – Criteo and Travel Republic Take Off
By leveraging Criteo’s cross-screen performance marketing technology, Travel Republic has been able to improve the efficiency of its retargeting while also maximising revenue based on propensity to convert. Criteo’s tech ensures that each personalised ad is created for an individual visitor in real time and can feature multiple offers in a single banner, thereby giving the consumer a virtual travel agent within an ad. Time, placement, creative and products displayed are all optimised to achieve the highest click-through rate (CTR) and conversion rate, and to show people an ad with the products they’re most likely to want to purchase, along with subtle up-sells in the shape of popular products that closely match their original purchase intent.

Travel Republic was able to retarget a qualified audience from mobile, maintaining a consistent ad presence where travel consumers are more likely to convert. 29 per cent of H1 2016 sales are happening on mobile devices, compared to 21 per cent in H1 2015. Mobile users are up by 28.7 per cent and mobile bookings by 24.1 per cent over the same period – and 13 per cent of bookings happening on a desktop are from people who have been browsing on mobile.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.