Mews Kiosk
Campaign to announce a relaunch and drive adoption. We had to help people shift their pre-existing mindset to understand the value.
Year
2023
Brand
Mews Hospitality Management System
The Brief
How to convince hoteliers that a “self-check” Kiosk is more than a solution for economy hotels and GenZ travellers.
Mews relaunched its check-in kiosk, but the biggest obstacle to adoption wasn't awareness; it was the mindset.
Many hoteliers make a mental connection between kiosks and "budget properties catering to Gen Z". We had an important revenue generator. The product team spent months improving the product capabilities and user experience.
Yet this outdated perception was negatively impacting adoption.
We had to find a way to encourage a mental shift to drive adoption by properties ranging from modern to luxury.
My Role
As the Sr Product Marketing Content Strategist,
I worked with the Product, Sales, and CS teams to understand the blockers to adoption, the product value, and wove a narrative to shift the mindset.
Strategic Decisions
Working with the product team, we made the decision to create a campaign not about product education, but about product perception.
Instead of the typical messaging about what the kiosk does, the content led with who it's for— deliberately stretching the mental category, going beyond kiosk as a self-service tool to something that makes hospitality more personal.
Every asset in the system carried that argument.
Campaign Assets
Long-form Guide
This guide was the first asset created for this project. It was designed to be distributed by customer success to their accounts to encourage. It also found a home as a downloadable lead generation tool.
See the full piece
Webpage
This is not the design that was live when I created the content, but my copy that survived the rebranding. Using internal data, the site focused on the Kiosk's benefits to improve critical business metrics.
See the webpage
Blog
The final piece came after the launch of "Mews Kiosk 2.0", a significant overhaul of the user experience, as a way to position Mews as a technology leader. It was shared via LinkedIn, and SEO optimized to drive traffic.
See the blog article