Background

W Hotels used an 800 number call-to-action in upper-end magazines to sell their condo properties in Las Vegas. They wanted an alternative means of delivering information.

Objectives

Generate and measure real-time response to print advertising; deliver information to prospective customers without the requirement of making a telephone call.

Solution

Text Message calls-to-action were used with unique keywords in ad placements for each of the magazines. Unique ad response was tracked in real time.

Discoveries

In-flight magazines exhibited the highest rate of response via texting as passengers wanted to engage the call to action in the ads without disrupting flight attendants and other passengers with voice calls while still on the runway pre and post flight.