Leonardo Launches Online Marketing Centre
Global travel content-management group unveils hotel tool that creates, manages and delivers marketing and press communications (e-newsletters, flyers, press releases and images) electronically to target audiences and global travel and press partners
LONDON | Leonardo, a global provider of online e-marketing solutions, has launched a new online medium for creating, managing and distributing hotel marketing and press communications. The Online Marketing Centre enables hotels to create customized mar-com campaigns featuring rich images and Web links, distribute them via e-mail in the appropriate format, and track the “open” and “click-through” success of each...
“We identified a demand in the hospitality market to create a simplified solution for the creation and online distribution of marketing materials and press communication for our hotel customers,” said David Elton, Leonardo CEO. “Many products currently available to hotels are extremely sophisticated, expensive, and offer unnecessary features. The Online Marketing Centre enables hotels to conduct their own e-marketing initiatives when and how they want, and at a price-point they can afford.”
Elton said the Online Marketing Centre was designed for hotels of all sizes and across all industry segments. Mar-com initiatives are individually customized to suit a hotel’s brand and positioning, with pre-defined templates and models co-created by Leonardo and its customers to reflect the “look and feel” of each individual hotel or to meet corporate brand guidelines.
“Each time a hotel wants to send a communications piece, the hotel representative simply selects the most appropriate template, adds the content and inserts the appropriate images,” Elton said. “Images can be easily accessed by new customers through a self upload gateway, or for existing Leonardo customers, via their Private Digital Library. The Online Marketing Centre is accessed through a single-point of platform with all content stored in one central repository and is linked to Leonardo’s E-mail Manager for fast, cost-effective distribution.”
According to Leonardo, the Online Marketing Centre is accessed through a user-friendly Web-based interface and is protected with advanced security functions/built in approval processes. In addition, Leonardo’s E-mail Manager contains a range of advanced tracking and management tools which allow hotels to monitor the effectiveness of the e-mail campaign and provides usage parameters.
“Using the Online Marketing Centre is a very quick and easy process that can be accessed from anywhere in the world 24/7,” Elton said. “Rather than sending out thousands of e-newsletters or press releases using traditional e-mail methods, hotels can now send out one comprehensive electronic release to all or selected contacts in their database. The OMC not only ensures that a recipient will receive the e-mail in a format that can be opened, but it reports to the hotel when the piece is viewed, and whether or not the recipient clicked on the provided link to get more information.”
Overall benefits provided by the Leonardo OMC include:
- A one-stop-shop to create and manage all electronic communications
- E-marketing tools that are fast, secure and easy to use
- Brand customized or property specific e-marketing templates
- Campaigns co-ordinated in house, eliminating expensive design, printing and mail house costs
- Market segment / language specific
- Simplified distribution
- Access from anywhere, anytime
- Advanced tracking and data management
- Ability to link all coms pieces to web site/ booking engine
“Our customers identified a need and we acted quickly to provide them with a viable, affordable solution,” Elton said. “Leonardo’s new Online Marketing Centre is now available to hotels worldwide who are looking to enhance their online marketing and public-relations initiative – whether they use our services to host their digital images and other rich media, or not. It’s a service that we believe will be adopted by hotels almost immediately.”
For more information on Leonardo’s Online Marketing Centre and the benefits it offers, please contact your local Leonardo office – details below.
Leonardo works with more than 60,000 hotels, including many prominent global hotel chains such as Intercontinental Hotels and Resorts, Carlson Hospitality, Worldhotels, Raffles/Swissotel, Rosewood, Jumeirah, Preferred Hotel Group, Kersner International, Small Luxury Hotels, Leading Hotels of the World, Le Meridien, Nikko, Peninsula, Starwood, Resort Quest, Luxe and Destination Hotels and Resorts. Leonardo also works with more than 80 Tourist Boards, including Singapore, Portugal, The Hague, and Antigua and Barbuda. Its major travel channel partners include Amadeus, Galileo, Sabre, Worldspan, Pegasus, WizCom, Worldres along with Lodging.com, Cheaptickets, Yahoo!, Opodo, Vista, Planetgo, Aergo, Widderoe, and NorthStar Travel Media.
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