Case Study - W Hotels

Background:

W Hotels was using an 800 number in upper-end magazines to sell their condo properties in Las Vegas. Response rates were stagnant, they wanted an alternative means of delivering information.

Goal

• Generate and measure real-time response to print advertising; deliver information to prospective customers without the requirement of making a telephone call.

Solution

• Text Message “calls-to-action” were used with unique keywords in ad placements for each of the magazines.

Results

• A majority of readers preferred text messaging to an 800 number as a response mechanism; in-flight magazines exhibited the highest rate of response via texting.