Hotels.com targets Londoners with six figure marketing campaign
Hotels.com, the leading accommodation website, is launching a six figure media campaign to support the start of its autumn sale in which travellers can save up to 40% on thousands of hotel rooms around the world.
The campaign will mark the first time Hotels.com has used outdoor and press advertising in its UK marketing mix. The dual campaign launches on 14 September 2009 and will be focussed on the website’s London audience.
The outdoor strand of the advertising campaign will include an initial burst of digital advertising targeting commuters on the Underground in the West End, and at mainline rail stations such as Waterloo, Liverpool Street and London Bridge. The campaign stretches out to include visitors to Westfield Shopping Centre as well.
The digital activity will be supported by static adverts on the Underground and on buses around the capital. In total 650 buses will carry the Hotels.com adverts for the duration of the campaign.
The campaign highlights deals to popular city break destinations for London travellers, such as holidays in Paris, flights to Amsterdam and hotels in Dublin, among many others.
Press advertising will also be present in selected key London-centric commuter newspapers such as the Metro and Evening Standard.
As well as an above-the-line campaign, Hotels.com will target travellers through its traditional online channels such as pay-per-click and graphical adverts, with additional video creatives playing across various online outlets such as On Demand from Channel 4, ITV and Channel 5.
Matt Walls, marketing director EMEA at Hotels.com, said: “This heavy-weight campaign is designed give us tactical cut through within a key demographic and enable us to highlight the excellent savings that can be made by booking with Hotels.com.”
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As part of the Expedia group which operates in all major markets, Hotels.com offers more than 100,000 quality hotels, B&Bs and serviced apartments worldwide including London hotels, hotels in New York and Rome hotels. Hotels.com benefits from one of the largest hotel contracting teams in the industry negotiating the best rates for its customers, plus there are 1.3m reviews from users who have actually stayed in the hotels to ensure customers make an informed choice when booking. Hotels.com won the Gold Award for best hotel booking site in Webuser magazine in February 2009.
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