Retailers shift their ad spending from TV, radio and print ads to digital ads.
The company hopes its new ad campaign will drive travelers to m-commerce.
Need a place to land for the night? Hotels.com hopes its new marketing campaign featuring a skydiver booking a hotel room with Hotels.com’s mobile app while plummeting toward the ground will get consumers to use the app.
The marketing campaign features noted skydiver J.T. Holmes booking the room via an iPhone strapped to his hand while falling from 15,000 feet at 115 miles per hour. To demonstrate success, a hotel employee confirms the reservation once Holmes lands. The stunt is a live-action version of an animated commercial produced by Hotels.com.
The campaign includes display ads, social media and a microsite accessible from Hotels.com featuring the commercials and links to the iPhone and Android versions of the mobile app.
“Our customers are increasingly relying on mobile devices to play, work, shop and book travel while on the go,” says Vic Walia, Hotels.com senior director of North America brand marketing. “The Hotels.com mobile booking app helps our customers to make fast last-minute bookings, allowing them to create a malleable travel itinerary, open to last-minute changes.”
Consumers have downloaded the Hotels.com app more than 1 million times, the company says.