Back in late 2013 Olson became Delta Hotels and Resorts® agency of record. They wanted to redefine the four-star, full-service hospitality category. With new properties, new programs and a new direction, they were ready to set the bar higher. As lead Art Director, I worked with our Olson team and the client to create a new identity from the ground up, and integrate it across all consumer touchpoints.
Historically, Delta had done one-off campaigns, which were generally lacking a clear strategy and target market. Our strategic direction was shaped by four key pillars of guest experience which we identified through qualitative and quantitative research: Genuine, Elevated, Local, and Personalization. In turn, our creative had to embody these core values and visualize what a true four-stare experience should be.
To ensure that Delta’s new “four star” identity was consistent across all communications and properties, we created the brand’s first style guide.
The style guide included extensive guidelines for images, tone of voice, all touchpoints of the Delta experience.
Fun fact, Delta has six sub-brands. We were able to rebrand 5. ¯\_(ツ)_/¯
With the new Delta Toronto Hotel’s architecture as our inspiration, we used angles and textures to create a consistent look and feel across all creative.
We wanted to showcase Delta as not just a hotel, but as a potential location to host special events, business meetings, a place where you can expect an elevated experience.
We developed a database of creative templates that all property managers, at all Delta properties, can use to create branded signs and messages for any occasion, reinforcing the new look and feel for Delta right across the country.
The new desktop site, features design elements and cues established in the new brand style guide, as well as a restructured user experience that provides enhanced navigation and highlights important content in a more intuitive way.
We didn’t just redesign a website, we worked closely with Delta to create a seamless, holistic experience for their guests across all of their digital touchpoints.
We had to create an ecosystem in which all their pieces of communication work together. We had to connect the digital space to the physical world.
In support of the launch of the Delta’s new Toronto hotel, we developed website creative for their new whiskey bar and restaurant. This required a new creative look and feel, unique, but also in line with Delta’s current brand identity.
Finally, to set the tone for what a Delta experience should feel like, we created not only a TV spot, but an entire digital experience. One that told a unique story about the people in the ad, as well as a story about the new direction of the brand. This provided Delta with an entire library of new assets and digital vignettes.
Over the course of 2014, Olson worked with Delta to deliver a new brand, launch new properties, align their customer experience through on-premise audits, establish their digital vision and roadmap, and helped them shift to a 4-star hotel. It worked so well that Delta was acquired by Marriott Hotels to jump-start their strategic shift into a stronger Canadian presence and footprint. Below are the key metrics that Olson helped Delta deliver in 2014 leading to their acquisition:
Total e-commerce revenue has seen a 5.7% increase.
Overall revenue increase - 9.27%
Conversion rate up 25%
Over the past 12 months the overall guest experience has increased by 60%
Successfully repositioned Delta Hotels and Resorts as a 4-star hotel