Holiday Inn Pipeline Reimagined

A multi touch pre-arrival journey that began as email-only and was optimized with SMS and dynamic content to improve personalization, remaining live for Latitudes packages until a tailored Latitudes-specific experience is launched.​

Project: Reimagined Pipeline Journey

Client: Holiday Club Vacations

Role: Associate Creative Director

Deliverables: UX/UI Email, MMS, Landing Page Journey

Email Communication & MMS

Problem

  • Disconnected owner pipeline across email, MMS, GIS, and landing pages

  • Inconsistent visual language and unclear messaging hierarchy

  • Touchpoints felt isolated instead of part of a cohesive journey

  • Low engagement across channels, many users were not interacting with content

  • Poor email performance, low open and click-through rates

  • High drop-off rates across the funnel before conversion moments

  • Low tour participation and booking conversion

  • Lack of compelling storytelling to drive excitement or urgency

  • Weak CTA strategy that didn’t effectively guide users to action

  • Overly templated, repetitive communications leading to message fatigue

  • Inefficient production workflows with limited scalability

  • Missed opportunity to build a progressive, behavior-driven journey

Solution

  • Reimagined the full pipeline into a phased journey (P1–P6) aligned to user intent

  • Built a modular design system in Figma for scalability and speed

  • Unified visual language across email, MMS, landing pages, GIS, and motion

  • Introduced mobile-first, conversion-focused layouts

  • Developed clear messaging hierarchy + CTA strategy across all touchpoints

  • Integrated animation and motion to modernize and increase engagement

  • Created a connected narrative where each touchpoint builds on the previous

Results

  • Increased engagement across email, MMS, and landing pages

  • Drove higher booking intent and completed tours

  • Improved conversion performance across the full pipeline

  • Strengthened click-through rates and user interaction through clearer CTAs

  • Created a more seamless, connected user journey from first touch to conversion

  • Elevated brand perception through consistent, modern design

  • Reduced production time with a modular, scalable system

  • Enabled faster campaign launches and iterations

  • Improved cross-functional alignment between CRM, marketing, and creative teams

  • Built a foundation for ongoing optimization and performance tracking

Landing Pages

Old Journey

Updated Journey

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Holiday Inn Club Event
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Celebrity Cruises Inaugural Campaign