Meet Rose

The Brand: The Cosmopolitan of Las Vegas

The Problem: TCOLV was losing revenue because guests were booking and re-booking through online travel agents, like Expedia and Travelocity.

The Insight: Guests don't just want a room, they want an experience.

The Solution: Build a powerful guest relationship that encourages engagement and a direct return booking.

My Role: As the lead writer, I designed Rose's personality and tone of voice based on our target demographic, then flew to Vegas to meet with every department of The Cosmopolitan to discover all the little secrets Rose could share with guests. Working with our UX and technology teams (and a TON of juicy information), we identified key conversation categories and designed interaction flows. Then I managed a team of writers (myself included) to write over 1,000 texts to help guests experience the resort through Rose's eyes. As Rose became a larger part of the brand's identity, I lead the language development, ideation and writing of different touch points through video, physical objects, and off-premise advertising.

What I Learned: Not only did people love engaging with Rose, but she has become a key part of the brand's identity with touch points outside of just mobile to deepen relationships and attract new guests. A big part of this was the linguistics-driven approach and an analytical view of how humans communicate with each other over SMS. Instead of one long text message, we broke Rose's texts into several shorter messages to keep user's attention spans as if they were texting with a friend. We also created a formulaic pattern to establish our messaging hierarchy that set up the topic, gave Rose's POV or a fun anecdote, and then gave the user a few options to keep the user engaged and direct them down the conversation journey. We also found that Rose's provocative personality was slightly polarizing (something the CMO loved given the brand's reputation), but overall entertaining to the majority of users. Most users felt that Rose's persona made her more entertaining to engage with and felt more "human" than other messaging bots, and she received *several* marriage proposals.

AWARDS & HONORS:

The Supernormal Awards -- Winner: The Best Audience Engagement or Distribution Strategy for Branded Content

Mobile Marketing Association Smarties Awards -- Bronze, North America: Cross Mobile Integration

Mobile Marketing Association Smarties Awards -- Shortlist, North America: Messaging

LE Miami -- Shortlist, Greatest Innovation Disruption

BUZZ:

AdAge, "Why Marketers are Betting on Bots"

Travel + Leisure, "Meet Rose, The Sassy New Bot Concierge in Las Vegas"

Forbes, "The Most Innovative Brands Use Bots in These 3 Key Ways"

AMA.org, "RGA Chicago Talks Future of Chatbots"

Clickz, "How 4 Travel Brands Are Using AI For A Better Experience"

Social Media Week, "AI Technology is Disrupting the Hospitality Industry"