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Shell Vacations Hospitality Honored With IAC Award for Black Friday Travel Sale Campaign

Summary: Shell Vacations Hospitality received an Internet Advertising Competition award for its Black Friday Travel Sale initiative. The campaign won the “Best Hotel and Lodging Interactive Application” award in the 10th annual IAC competition.

Chicago (PRWEB) – April XX, 2012 – Shell Vacations Hospitality (SVH) accepted an Internet Advertising Competition (IAC) award for its successful Black Friday Travel Sale campaign. The initiative, launched by SVH and HeBS Digital, won the “Best Hotel and Lodging Interactive Application” in the 10th annual IAC competition, which highlights the best online advertising in 96 industries and nine formats.


The Black Friday Travel Sale offered users a unique special each day leading up to the four-day sale period, providing users a chance to win gift cards and hotel stays in exchange for opting into emails or text alerts. The month-long campaign generated a 50% year-over-year increase in revenue, beating expectations and topping the record-breaking revenue of the previous year’s Black Friday Sale. SVH grew its Facebook and Twitter followings and email marketing database appreciably while garnering media coverage from CBS,,,, and other blogs and local publications.


“The Black Friday Travel Sale campaign has proven successful each of the past three years,” said Shallana Edwards, Director of eMarketing for Shell Vacations Hospitality. “Through sharp design and user-friendly functionality, this campaign has driven impressive – and growing – ROIs every year.”


The Black Friday Travel Sale mini-site launched on November 1, 2011, providing users a fast and easy way to book travel and standing in stark contrast to the bad weather and long waits Black Friday shoppers endure each year. The site was completely hand-drawn by HeBS Digital’s creative team and designed and built in both 3D Flash and HTML5 versions. The mini-site’s graphics can be viewed in 3D using anaglyph 3D glasses. The Black Friday Travel Sale site included seamlessly integrated interactive elements. The gritty street scene features a Facebook feed built into a poster on the wall, clickable pigeons that link to a recent Twitter posts pop-up, a storefront TV looping resort videos with a link to the SVH YouTube page, and a man holding a newspaper that links to the SVH Daily Deals page.

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