NEW YORK— HOTEL BUSINESS® has learned that after the terrorist attacks of Sept. 11, the Holiday Inn Wall Street, which is located only six blocks from Ground Zero, invested $15,000 into an electronic marketing campaign designed by TravelCLICK, which brought in more than $82,000 in revenue for the property, according to Ray Cohen, president/Co-CEO of TravelCLICK. “They had to target their message and get it out there quickly,” said Cohen. The promotional campaign ran on Galieo and Sabre immediately after the attacks, and was focused on attracting the attention of travel agents booking trips to New York City. The text message popped on screen every time an agent searched New York, and generated approximately 326 reservations for the hotel. “It was a text message that offered value to the agent, it wasn’t just an image ad,” he stated. — Diana M. Rodriguez
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