SOURCE: JiWire

August 03, 2009 08:00 ET

JiWire's New 'Ads for Access' Program Yields Results for Hyatt Place

New Program Delivers 39 Percent Click-Through-Rate; Engages Business Travelers

SAN FRANCISCO, CA--(Marketwire - August 3, 2009) - JiWire, a leading Mobile Audience Media company that reaches 20 million unique users per month through its public Wi-Fi advertising platform, today announced that its first customer in a new Ads for Access program achieved results that far exceed industry averages. Hyatt Place reached mid-week travelers in some of the nation's largest airports, offering 20 minutes of free Wi-Fi access in exchange for viewing a 30-second video advertisement.

The campaign, called Free Wi-Fi Wednesdays, was designed to build brand awareness for Hyatt Place among a highly valued demographic -- the hard-to-reach business traveler. The objective was to highlight one of the hotels' key amenities -- free Wi-Fi access -- by providing that same service at airports in exchange for viewing a video tour.

Matching the message to the context

By leveraging JiWire's Ads for Access solution, Hyatt Place aligned its campaign message to its audience's activity in the very same moment of the ad's delivery. Several attributes made the ad different from a regular display ad, including a value exchange (watching ad in exchange for free access) and a contextually relevant message based on the audience's physical location.

Thirty-nine percent of those accessing the airports' Wi-Fi networks clicked on the ad, which prompted an option to continue the campaign or return to select a paid Wi-Fi subscription. Of the 39 percent who clicked the ad, a majority, 68 percent opted to complete the program and continue enjoying free Wi-Fi access, for a total completion rate of 27 percent.

Business travelers otherwise hard to reach

"The business professional is a very valuable customer for us but can be difficult to reach in an interactive, engaging, and measurable way," said Alison Kal, vice president, marketing for Hyatt. "The Free Wi-Fi Wednesdays program we executed with JiWire provided a new opportunity to deliver relevant messages that helped us connect with business travelers."

More ways to engage audiences

The Ads for Access program allows brands to interact with a consumer by sponsoring sessions of free Wi-Fi in exchange for engagement in their ad campaign. Whereas Hyatt Place developed a successful rich media campaign, brands can also engage consumers through full-motion video, social media applications, location-based searches, and downloadable content. The Ad for Access program provides a deeper level of interaction through multiple impressions including a welcome screen, a decision page, the body of the campaign, and a thank you page, all of which sit in front of the Wi-Fi firewall.

"The Hyatt Place campaign is a great example of our unique ability to offer interactive, place-based marketing opportunities that capture mobile audiences in context, while offering detailed metrics commonly associated with online advertising," said Kevin McKenzie, CEO of JiWire.

About Hyatt Place

Hyatt Place brings the authentic hospitality for which Hyatt is known to the upscale select-service category. Inspired by multitasking travelers' 24/7 lifestyle, Hyatt Place combines stylish design, practical amenities, forward-thinking technology and purposeful service so guests can remain connected and productive while traveling. Hyatt Place is a brand of Global Hyatt Corporation that currently offers more than 130 locations throughout the United States. For Hyatt Place information or to make a reservation, call 1-888-HYATT-HP (888-492-8847) or visit www.HyattPlace.com.

About Hyatt Hotels Corporation

Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company with a proud heritage of making guests feel more than welcome. Thousands of members of the Hyatt family in 45 countries strive to make a difference in the lives of the guests they encounter every day by providing authentic hospitality. The company's subsidiaries own, manage or franchise more than 380 hotels and resorts under the Hyatt®, Park Hyatt®, Andaz™, Grand Hyatt®, Hyatt Regency®, Hyatt Place® and Hyatt Summerfield Suites™ brand names and have additional locations under development on five continents. Hyatt Vacation Ownership Inc., a Hyatt Hotels Corporation subsidiary, develops and operates vacation ownership properties under the Hyatt Vacation Club® and Hyatt Residence Club® brands. For more information, please visit www.hyatt.com.

About JiWire

JiWire is the leading Mobile Audience Media company, delivering advertising across premier locations and devices. JiWire's breakthrough advertising medium enables marketers to reach an influential mobile demographic at the point-of-connection. JiWire's portfolio of blue-chip advertisers, combined with its market-proven delivery platform and registry of hotspot locations, enables wireless broadband networks and device manufacturers to leverage advertising as a currency for wireless Internet access. For more information, please visit www.jiwire.com or call (415) 877-4711.

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