With Easter just around the corner, there’s no better time to take inspiration from past campaigns that nailed the holiday spirit—and MJ Holidays did just that. Last year, they leveraged THN’s Personalization platform to turn their Easter campaign into a fun and interactive digital experience that captivated website visitors, sparked engagement, and drove a solid boost in direct bookings. By weaving in a touch of gamification and crafting a three-phase journey, the hotel kept guests entertained and collected valuable data, all while nudging them closer to booking. If you’re looking to elevate your own Easter strategy this year, MJ Holidays’ playful approach is packed with ideas worth borrowing.
Sparking Easter Excitement from the Start
The campaign kicked off with a Layer announcement prominently displayed on the MJ Holidays homepage from March 29 to April 1. By ensuring high visibility, the Layer grabbed the attention of potential guests the moment they arrived on the site, inviting them to participate in a limited-time event. The urgency factor played a crucial role here—knowing the opportunity was only available for a few days encouraged users to engage immediately and set the stage for a seamless transition into the gamified experience. By leveraging this strategic placement, MJ Holidays kept visitors intrigued, reduced bounce rates, and brought potential guests one step closer to booking directly.
MJ Holidays’ Easter Game Announcement Layer
Keeping Guests Engaged Through Gamification
Once the game was introduced, the real fun began with a hidden Easter egg challenge on the website. A cleverly placed Inliner featuring a GIF highlighted an Easter egg tucked away on a corporate page, encouraging deeper site exploration. This kept users engaged longer, increased familiarity with the hotel’s offerings, and subtly guided them through key pages. A built-in CTA led to a dedicated landing page, while URL variables enabled tracking for valuable visitor insights. It was a playful yet strategic way to boost navigation and reinforce brand messaging.
MJ Holidays’ Easter Egg Hunt Inliner with GIF and CTA to Landing Page
Turning Engagement into Easter Bookings
In the final phase of the gamified journey, users arrived at a Layer featuring a form where they were invited to enter their details to receive a personalized promo code and a chance to win a two-night stay at MJ Holidays. This step played a crucial role in capturing valuable first-party data, allowing the hotel to expand its marketing database and build direct relationships with potential guests. Beyond immediate conversions, this data paved the way for more personalized future interactions and long-term loyalty.
The promise of a tailored discount encouraged users to book directly, while the contest element added a fun, exclusive twist that kept users engaged. By combining a compelling incentive with a seamless data capture strategy, MJ Holidays set the stage for both short-term success and ongoing guest engagement.
MJ Holidays’ Easter Reward Layer for Promo Code Access and Information Entry
The Result
The success of this marketing initiative was confirmed by the collection of over 600 emails, providing the hotel with valuable first-party data for future targeted campaigns.
By seamlessly integrating gamification, limited-time offers, and direct booking incentives, MJ Holidays transformed a traditional Easter promotion into a highly engaging digital experience. This strategy not only enhanced brand awareness but also significantly improved website performance—capturing the attention of potential guests at the right moment. By keeping visitors entertained and offering tangible rewards, the hotel created a win-win situation where guests enjoyed a memorable interaction, and MJ Holidays benefited from higher engagement, increased conversions, and more direct bookings.
