The connection between DRTV and Resorts...
DRTV has mostly been used for innovative products, with household, health and beauty, and utility products being chiefly promoted through the medium. But more and more atypical entrants are making their presence felt in the DRTV scene now. Resort and casino properties are a fine example of this recent phenomenon.
Many Las Vegas resorts like Mandalay Bay, Monte Carlo and other properties on the strip are using DRTV to entice scores of travelers from across the nation. As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. Also, from Day One, it is possible to assess the effectiveness of a campaign. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network.
Travel websites like Vegas.com and LasVegas.com are using DRTV in a big way to make their brand a nationally recognized name and attract tourists from across the country. Their campaigns are just like traditional advertisements except for the 800 number and the website address that appear at the end, which prompt consumers to call or log on and book their rooms right away. Instead of the conventional route where the customer would watch an advert, go to their agent and make the booking (assuming that they still remember the name of the resort), now customers watch the direct response advert, and can pick up the phone or log onto a website and make their own bookings.
Many Las Vegas resorts like Mandalay Bay, Monte Carlo and other properties on the strip are using DRTV to entice scores of travelers from across the nation. As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. Also, from Day One, it is possible to assess the effectiveness of a campaign. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network.
Travel websites like Vegas.com and LasVegas.com are using DRTV in a big way to make their brand a nationally recognized name and attract tourists from across the country. Their campaigns are just like traditional advertisements except for the 800 number and the website address that appear at the end, which prompt consumers to call or log on and book their rooms right away. Instead of the conventional route where the customer would watch an advert, go to their agent and make the booking (assuming that they still remember the name of the resort), now customers watch the direct response advert, and can pick up the phone or log onto a website and make their own bookings.
posted by direct-response-television at 10:12 PM
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