Hayes & Jarvis
Integrated app campaign
New York, New York
Hayes & Jarvis asked us to develop an integrated campaign to that would serve to create awareness and drive consideration of their standalone New York city breaks and provide a digital experience for travellers booked and destined for New York.
The real New York. We all think we know it. Film and TV have given us a glimpse of this amazing city, but that’s just fiction. The modern traveller is looking for experiences, something different, something they haven’t done before. So we decided to show off the best of New York from the people that live and breath it.
Most consumers go to New York to shop, this was something we couldn’t ignore. So based on this key insight we facilitated a unique experience by creating bespoke shopping routes as the digital interaction at the heart of our campaign.
We developed a mobile app featuring the routes, such as “Vintage New York” and “Classic department stores”, delivered through a map-based interface. Routes were heavily adaptive with user-defined start and end points to fit in with their itinerary. This was important because we wanted the user to feel it was bespoke. Data was available in offline mode to save on roaming charges when wifi wasn’t available.
Onsite content told the story of each route and the experts backgrounds. This was important as we wanted users to feel the experience was authentic – a key Hayes & Jarvis brand value.
We delivered the app in conjunction with promotion on social and a PR campaign to drive customers to access the site and use the app.
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