Male Millennial, Gen-X Opps: OMNI Hotels hires COO ahead of brand refresh (Score 61)

Sales lead: Get in touch now to see if you can help this company with its upcoming brand refresh. 

• OMNI Hotels created a new position by hiring Vince Parrotta as COO.
• While this is not a traditional marketing role, Parrotta is responsible for brand and the guest experience in addition to operations.
• The company also announced it is about to launch a brand refresh as part of a $1.5b portfolio enhancement project.

Target demographic: Millennials & Gen-Xers with a male skew

The company will likely:

• Keep moving ad dollars from TV to digital channels
• Launch an ad campaign once it completes the brand refresh
• Seek new agency partners to help with the refresh 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: OMNI spent approximately $87k on national TV ads YTD, just 44% of the $200k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 42% from $384.4k in 2021 to $223k in 2022. 
• Ad programming: It placed ads during programming such as PGA Tour Golf, PGA Tour Originals, MLB Baseball, Red Sox Final, and One Shot Away. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: OMNI spent about $703.5k on digital display ads YTD, a 66% increase from $423.2k spent in this channel during the same time period of 2022. 
• YTD data: 77.8m impressions via YouTube (44%), desktop display (23%), Facebook (21%), mobile display (8%), and Instagram (4%). 
• 2021-2022 spend: Full-year spend dropped 41% from $910.2k in 2021 to $537.9k in 2022. 
• Ad location: It placed 89% of these ads directly onto sites such as youtube.com, facebook.com, culturemap.com, dallascowboys.com, and instagram.com. It placed 11% of these ads through multiple indirect channels onto sites such as flyertalk.com, yahoo.com, espn.com, howtogeek.com, and usatoday.com. 

Agency analysis:

• Opportunity: The COO hire combined with the brand refresh project may lead to agency reviews.
• Current roster:
  • TRG: media AOR
  • Magrino Public Relations: PR & programmatic AOR
  • Buffalo.Agency: Golf PR AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.