updated - August 5, 2021 Thursday EDT
Red Roof Inn, frontrunner in economy lodging and digital innovation has been given five gold awards in the digital category.
Red Roof Inn brought home the bacon with five of the most highly coveted awards in the digital category including 2014 Interactive Advertising Bureau (IAB) Miss Awards: Search Marketing, Mobile Marketing Association's (MMA) 2014 Global Smarties Award, MediaPost's 2014 OMMA Awards for Search Marketing: SEM Campaign, 2014 U.S. Search Awards: Best Mobile Campaign and Digiday Sammy/Mobi Awards: Best Mobile Direct Response Campaign.
Red Roof partnered with 360i to address a solution to stranded travellers all over the nation, as 500 U.S. flights were reportedly cancelled every single day leading 90,000 travellers stranded.
With over 400 locations nationwide, many of which are located near airports, the company aims to provide a place to stay for those stranded in the airports, creating a whole new market.
The company's initial goal was to find a way to enter into the market through the digital environment. The Flight Cancellation Coup technology developed in partnership with 360i helped materialized that goal, enabling Red Roof Inn to "process thousand 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 traveller."
"At Red Roof we continually listen to trends and signals in order to evolve the brand and invest in opportunities that will enhance 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," MacDonald added.
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