Television: LateRooms.com looks to TV to become 'go to' choice
By Thinkbox, brandrepublic.com, Wednesday, 29 September 2010 12:26PM
CASE STUDY - LateRooms.com debut use of TV to give it an awareness boost led to a 70% increase in bookings.
A TV campaign made the online brand's PPC strategy more profitable and LateRooms.com instantly more "famous" – bookings increased by 70% and web visits by 49%.
LateRooms.com had never advertised on TV before, but stiff competition from rivals with bigger media spends had forced it to reassess its media strategy.
With the likes of booking.com and hotels.com investing heavily in both TV and pay-per-click (PPC), there was a fear that unless it raised its game, LateRooms.com would become "out of sight, out of mind". While it had used PPC, press and digital campaign elements before, it needed to add a new medium to boost brand awareness.
Against an overall aim to establish the brand as the "go to" choice for accommodation booking, LateRooms.com wanted to deliver a profit of £10m and raise brand awareness to 46% (from 38% in the previous year).
This article was first published on brandrepublic.com
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Director Stopgap £47000 per annum, London
- International Accounts Director - exciting media owner Ultimate Asset £90000 - £110000 per annum + 40% bonus, West End
- Mid-weight Project Manager - Global Integrated Agency, up to £40K Story Recruitment up to 40K + great benefits and career progression, London (Central), London (Greater)
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood
- Publicis Groupe extends deadline for Sapient deal again
- Lidstone exits Havas amid restructure