RED ROOF INN® PAVING THE WAY IN DIGITAL INNOVATION
Red Roof Inn®, a leader in economy lodging and now at the forefront of digital innovation, has been awarded Gold for five of the most prestigious awards in the digital category. The Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA), OMMA, US Search Awards, and Digiday’s Sammy/Mobi Awards have all recognized the brand for its Flight Cancellation Coup campaign, a custom built flight-tracking technology enabled by mobile search.
On the heels of the harshest winter in decades, Red Roof teamed up with 360i to identify a key trend: Every day, 500 U.S. flights were being cancelled leaving 90,000 travelers stranded. Red Roof Inn, with nearly 400 properties nationwide, many of which located near some of the busiest airports in the country, was in prime position to turn flight cancellations into customers. The brand’s objective was to identify a new way to penetrate the market, adapting and excelling in the evolving digital landscape. The Flight Cancellation Coup technology enabled Red Roof and 360i to process thousands of bits of live cancellation data and filter it through a conditional algorithm that automatically boosted bids, making copy adjustments across the brand’s mobile search campaigns, speaking directly to the stranded traveler.
The brand’s outstanding achievement in delivering digital search excellence has been recognized by the following awards:
- 2014 Interactive Advertising Bureau (IAB) MIXX Awards: Search Marketing
- Mobile Marketing Association’s (MMA) 2014 Global Smarties Award
- MediaPost’s 2014 OMMA Awards for Search Marketing: SEM Campaign
- 2014 US Search Awards: Best Mobile Campaign
- Digiday Sammy/Mobi Awards: Best Mobile Direct Response Campaign
“At Red Roof we continually listen to trends and signals in order to evolve the brand and invest in opportunities that willenhance consumer satisfaction and ultimately drive our business,” says Marina MacDonald, Chief Marketing Officer, Red Roof. “We found a way to reach hundreds of thousands of travelers looking for a good night’s rest near the airports most impacted by winter storms.” MacDonald adds, “The gold designation is an indicator of our efforts to continuously put the guest experience first. In this highly competitive environment, brands that give their consumers what they want, win in the marketplace.”
“360i is honored with the privilege of partnering with Red Roof Inn facilitating innovative and cutting edge campaigns such as the Flight Cancellation Coup,” said Jared Belsky, President, 360i. “Building a revolutionary custom flight-tracking technology that leveraged thousands of bits of real time data to power our Search campaigns delivered epic results. Connecting stranded travelers to a great brand in Red Roof Inn has been a fulfilling endeavor as we continue to build on our 7 year relationship.”
For more information about Red Roof, please visit www.redroof.com or call 1-800-RED-ROOF.
About Red Roof®
Red Roof is a leader in the economy lodging industry with franchised, corporate-managed, and corporate-owned properties, serving millions of guests each year. With coast-to-coast locations, Red Roof has nearly 400 properties in the U.S. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort. The brand recently completed a $200 million investment to renovate and upgrade hotels nationwide with sleek and modern NextGen® redesign elements. The Red Roof NextGen hotels feature updated, stylish and home-like interior and exterior designs that demonstrate the Red Roof dedication to providing customers with an affordable stay in a clean, comfortable and modern room. The company is rolling out Red Roof PLUS+®, an enhanced offering at a value price, committed to “Adding More Wow to Your Stay!™”. Nice Place. Nice Price® is what every consumer can expect when they stay at any Red Roof location; and because the company has a single brand in their portfolio, Red Roof also offers franchisees One Brand. One Focus™. The Red Roof loyalty program, RediCard®, is the richest in the industry rewarding members with free nights with only 6,000 points, advance notice of special offers, and complimentary bottled water each day of their stay. Traveling with your pet? Don’t forget that at Red Roof ‘you stay happy, pets stay free’ as one well-behaved pet is welcome per room, nationwide. The Columbus, Ohio based company has more than 4,500 employees. For more information or reservations, call 800.RED.ROOF (800.733.7663) or visit www.redroof.com.
Hill + Knowlton Strategies