Red Roof Inn has been awarded gold for five prestigious awards for its Flight Cancellation Coup campaign, a custom built flight-tracking technology enabled by mobile search. The Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA), OMMA, U.S. Search Awards, and Digiday’s Sammy/Mobi Awards have all recognized the brand.
The brand’s outstanding achievement in delivering digital search excellence has been recognized by the following awards:
•2014 Interactive Advertising Bureau (IAB) MIXX 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
•Digiday Sammy/Mobi Awards: Best Mobile Direct Response Campaign
Red Roof Inn had teamed up with 360i to identify a key trend: Every day, 500 U.S. flights were being cancelled leaving 90,000 travelers stranded. Red Roof Inn, with nearly 400 properties nationwide, many of which located near some of the busiest airports in the country, was in prime position to turn flight cancellations into customers. The brand’s objective was to identify a new way to penetrate the market, adapting and excelling in the evolving digital landscape.
The Flight Cancellation Coup technology enabled Red Roof and 360i to process thousands 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 traveler.