Hotels.com Promo, Case study INTERACTIVE TV CAMPAIGN by TARGETCAST TCM

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INTERACTIVE TV CAMPAIGN

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Industry Hotels & Resorts
Media Promo & PR, Case study
Market United States
Agency TARGETCAST TCM
Account Supervisor Colette Stango
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: HOTELS.COM
Product/Service: HOTEL DEALS ON-DEMAND
Date of First Appearance: May 17 2010
Entrant Company: TARGETCAST TCM, New York, USA
Vice President/Account Director: Darus Zahm (TargetCast)
Senior Vice President/National Broadcast Director: Michael Parent (TargetCast)
Senior Vice President/Group Director: Stacy Higbee (TargetCast)
Account Supervisor: Colette Stango (TargetCast)
Interactive Project Manager: Elizabeth Storms (TargetCast)
Interactive Creative Specialist: Qi Chen (TargetCast)
Interactive Creative Specialist: Carmel Winter (TargetCast)
Senior Vice President/Executive Creative Director: John Canevari (TargetCast)
Executive Assistant: Kevin Hammonds (TargetCast)
Media placement: Interactive TV Platform/Page - COMCAST Video-On-Demand - 17 May 2010

Insights, Strategy & the Idea

Hotels.com’s objective was to target leisure travel deal-seekers and enable them with a new means to booking discounted travel deals. Amidst an aggressive and cluttered online travel category, Video-on-Demand (VOD) represented a strong opportunity for Hotels.com to take advantage of a platform heretofore unutilised by their competitors, and connect with a target of tech-savvy viewers opting-in to engage with the brand to explore hotel deals via their interactive TV. The idea behind the “hotel deals on-demand” effort was to deliver on that competitive insight and tap in to an innovative, new revenue stream.

VOD viewers are avid new-media consumers, familiar and comfortable with the on-demand technology allowing them to utilise their TV like a personal computer. As viewers are in complete control of the content they consume (and for how long they watch), this engaged audience is highly receptive to receiving a travel brand message tailored to their needs.

Creative Execution
Recognising that consumers dedicate hours of time and effort into researching and booking travel plans through multiple media channels, Hotels.com strove to enable consumers with the means to realise a simple, secure and smart hotel booking experience via their VOD platform.

Traffic to Hotels.com’s VOD channel is supported with promotional banner messaging throughout COMCAST’s TV Guide Channel and Interactive “iGuide” channel. Upon arriving at the hotel-deals-on-demand website, viewers click on ‘Travel Deals’ and can choose from a list of 10 top domestic travel destination cities. For each destination, discounted pricing for 10 hotel properties are featured; users view 15-second promotional segments highlighting each city, and include a video tour of the hotel and narration covering the key highlights of each property. Viewers are given an exclusive promotion code, and have the option of redeeming by either calling a unique phone number, or going online directly to find the featured property.

Results and Effectiveness
Hotels.com’s VOD efforts effectively drove incremental sales volume, new customer acquisition and long-form user interaction and engagement with the brand, via an innovative and emerging consumer media platform.

• 117% increase in campaign transaction rate.
• Viewers spent an average of two and a half minutes on the hotel deals on-demand page, a qualified level of interactive brand engagement far exceeding viewer interaction with basic TV commercial units.
• 300million+ total hotel deals on-demand interactions to date.
• 57% of transactions/bookings are by NEW customers.
• Average VOD booking revenue is 11.5% higher than average call center customers.