Social Media and Marketing

Accommodation booking website roamfree.com has launched a multi-million dollar advertising campaign.

Published: 02 Sep 2008

Accommodation booking website roamfree.com has launched a multi-million dollar advertising campaign.

Roamfree.com CEO Chris Dodd said the campaign marked an exciting phase of development for the company, which celebrated its first anniversary recently. The site offers over 100,000 accommodation options worldwide, where consumers can search, compare, book, and pay the accommodation provider direct.

The $10 million media strategy includes: $6m outdoor (billboards & transit), $2m docket/ voucher, $1m print and $1m online.

Dodd said the campaign highlighted the flexibility required in meeting the challenges within a market undergoing exponential growth.

"As a new company we have learned so much, so quickly that we have had to look outside our business plan and adjust our strategy along the way, Dodd said. "The challenge has been to harness the power of both online and offline marketing channels and integrate them seamlessly. Online channels, particularly search engines, are the most efficient at generating new customers while our branded media campaign builds repeat business into lifetime customer value and keeps travel top of mind."