Hotels.com is launching a new digital marketing campaign The Great Hotel Giveaway (www.hotelgiveaway.com), the first in which the company is testing viral marketing activity.

Published: 05 Dec 2006

Hotels.com is launching a new digital marketing campaign The Great Hotel Giveaway (www.hotelgiveaway.com), the first in which the company is testing viral marketing activity.

As per the information available, the initiative being taken to promote
company's range of hotels in the premium category. The viral campaign, which is
being supported with extensive banner activity, incorporates interactive
"instant win" digital scratch cards designed by digital agency Imano. Users can
play the scratch card games once by submitting an email address to receive the
Hotels.com email newsletter. By recommending friends, users are given
additional chances to win a prize (there is also a plain paper entry route).

Martin Allen, CRM Manager, Hotels.com, said: "This project marks Hotels.com's
first viral campaign. We want to see what we can do with the activity to create
engaging marketing activity that delivers our marketing messages whilst
providing compelling incentives for our users to get involved with the brand."

As per the homepage of the site, www.hotelgiveaway.com, the participants can
win five nights in five-star hotels in Switzerland, Paris, Milan and Tenerife.
The game will be supported by banner campaigns on the UK Hotels.com site and
will also get traffic from a 12-million impression banner campaign across the
web between the beginning of December and Christmas.

Hotels.com will also be partnering with competition sites including IPT,
Euromiles, Mutualpoints and Pigsback to seed the activity.