today launched a new phase of its $56 million dollar marketing campaign. The focus of the campaign, including a completely new and innovative national broadcast advertising campaign, emphasizes Hotels.comå‘s leadership position as the hotel expert.
The advertising campaign features three new exciting and entertaining commercials, each conveying a dual message.
“Our new marketing efforts take Hotels.com to the next level. Over the last 14 months we have established that Hotels.com offers the best prices at the best places. Now our messaging also emphasizes our position as the hotel expert. We have also simplified our tag line to ‘Best Prices. Best Places. Guaranteed.’
“We have been a leader in the lodging industry for over 12 years, and have grown at a substantial rate every year since we were founded. We were pioneers in the Internet travel industry having been online since 1996. Our site www.hotels.com became a top-ten travel site, according to Nielsen NetRatings, just three months after its launch in March 2002,” stated Bob Diener
, president and co-founder of Hotels.com. “This leadership position reflects the quality service and the values Hotels.com provides travelers,” continued Diener.
The three spot campaign focuses on Hotels.com’s unique staff of hotel specialists who personally visit thousands of properties featured on their site - all to find web site visitors the rooms they want at the best prices. Each spot takes a humorous look at different Hotels.com experts, demonstrating their deep dedication and unparalleled knowledge of hotels. The hotels.com site is also prominently featured in each of the commercials.
“Tape Measure” illustrates Hotels.com’s unique landmark site feature. A pull-down tab is provided so travelers can select a property based on the proximity to each city’s landmarks. The site also details the exact distance between the landmark and the hotel. The spot opens on a Hotels.com expert marking the front entrance of a city museum with the open end of a tape measure. The Hotels.com expert releases the tape measure, and the camera follows the recoiling tape measure’s fantastic journey through various city scenes. The journey concludes with the tape measure clattering into the spool held by a doorman on duty in front of a downtown hotel.
According to Diener, “The commercials effectively and humorously communicate our commitment to providing travelers the best values for their travel dollars. Hotels.com delivers. We offer accommodations satisfying multiple lodging needs including spa destinations, suites and vacation rentals, golf resorts, plus multiple search functionalities such as address and amenities searching and much more, all at the best prices.”
“Tape Measure” along with the two additional commercials, “Sunburn” - which features a Hotels.com’s expert’s commitment to examining hotel amenities including swimming pools—and “Blindfold” - which shows a Hotels.com expert effortlessly navigating his way to his room blindfolded, displaying his remarkable awareness of hotels - will be aired on both network and cable stations nationally beginning June 9, 2003.
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