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Hampton Hotels mobile ads drive consumers to book roomsBy
Hampton Hotels is sponsoring USA Today’s AutoPilot application with customized advertising that goes beyond just the traditional banner to get consumers to book rooms.
The hotel chain identified the need to continually reach new and loyal guests by using the latest communication vehicles. Sponsoring USA Today’s travel application offered a natural opportunity to connect Hampton Hotels to its target demographic.
“I think a lot of time when you are traveling, you may bring your computer but people are increasingly relying on the mobile phone,” said Matt Jones, vice president of mobile strategy and operations for Gannett Digital, McLean, VA.
“And the iPhone can do things better and faster than even a laptop can,” he said. “It provides Hampton Hotels with an opportunity to really leverage our brand and we are able to provide a valuable service and utility to consumers.”
The application features a variety of customized Hampton integrations including the ability to map locations and book reservations at over 1,700 Hampton properties nationwide and also receive local area restaurant and attraction information provided by Hampton Hotels.
There are some banners that run within the application that route users to Hampton Hotels’ mobile commerce site where they can book rooms, find Hampton Hotels closest to them and get more information about the hotel.
Consumers that are checking on their flight status within the application are served a banner ad.
When they click on it, the application uses their current location and shows a map of all the Hampton Hotels within a 150 mile radius.
Users can click on the one nearest to them to get the address, click-to-call, book a reservation and get directions closest to them.
Within the application, consumers can get quick, one-click phone number or Web site access from a comprehensive directory of travel providers, ranging from airlines, hotels and car rental agencies.
Hampton Hotels is presented at the top of this list. Other travel companies are listed in alphabetical order underneath.
Consumers can also get weather information in any city nationwide.
Ads linking to Hampton Hotel’s mobile site are found in the section of the application that features USA Today destination and travel feature content including Ten Great Places and expert USA Today blogs such as Today in the Sky, Hotel Check-In and more.
Mr. Jones said that the application targets anyone who travels, whether it’s for business or pleasure.
USA Today plans a cross-channel campaign to promote the application which will include online, mobile and print advertising.
“USA Today’s overall strategy is to have a strong travel category,” Mr. Jones said. “The brand speaks to a lot of travelers everyday and we started looking at some of our apps and realized there was great opportunity to expand some of that functionality and make the traveling experience better for consumers on the go.”
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