Choose a campaign idea with Audience Playbook
Use guest research to develop a campaign idea and take it into the ad creation workflow.
Audience Playbook helps you connect a guest type with a reason to choose your hotel. Read the guest research, compare the suggested ideas and develop the one that fits the hotel. This feature must be enabled for your workspace.
In Lumina Open Atelier and choose Audience Playbook, if it is enabled.
On this page
Start from an audience
Audience Playbook is available in enabled workspaces. It uses guest profiles and hotel evidence to help develop a creative direction. Open a new playbook or return to a saved one.
Inspect the audience and concept evidence before choosing an angle. The point is to find a reason that fits both the guest and the hotel.
Develop the creative direction
- Open the Playbook and review its audience or portfolio view.
- Inspect the map or concept detail and its supporting hotel evidence.
- Choose the direction you want to develop.
- Continue into the available ad workflow.
- Open the saved ad and review its text and images using the views offered for that format.
Check the finished ad
A concept is a proposal. Confirm that the imagery, message and offer describe what the hotel actually provides. Review the format and placements in the ad tool.
Creating and saving an ad in Lumina does not launch a paid campaign or allocate a media budget.
Common questions
What should I check before choosing an idea?
Read the guest profile and the supporting hotel information. Choose an idea that fits what the guest wants and what your hotel can actually offer.