Starwood’s Aloft Hotels brand themselves as serving the tech-savvy traveler. In a pilot radio ad flight using the NextRadio app to promote the hotel brand, about a quarter of the campaign’s unique listeners converted into unique viewers by interacting with a digital companion ad on the smartphone app.
These users could use the app to book a hotel room, look for a nearby Aloft location or call for a reservation.
The campaign went beyond reach and frequency.
The advertising also delivered a 2.1% click conversion rate and it resonated with multicultural audiences and women. Fifty-three percent of Aloft campaign listeners were women, 33% were African-American and 17% were Hispanic. The top music genre connection was hip-hop listeners.
NextRadio and TagStation President Paul Brenner said “These ROI-centric metrics will help advertisers like Aloft Hotels realize the true power and effectiveness of radio.”
Aloft hotels rooms feature keyless entry, so guests can waive their smartphone in front of the door to gain entry. Other features include a robotic butler who brings room service orders and an emoji only room service menu; guests can text their order to the front desk for quick delivery.
“Aloft and NextRadio both seek to deliver authentic experiences to consumers who love music and technology,” said Aloft Hotels Director Ashley Hinchman. “In this campaign, we were able to attribute interactive data to our radio buy, which has the ability to inform our future efforts. We look forward to continuing to leverage NextRadio, as it provides a unique opportunity to enhance our FM radio media plans even more.”
The ad flight aired in April in 68 stations in 19 states and the District of Columbia. The states were: Illinois, Minnesota, Ohio, Wisconsin, Massachusetts, New York, Pennsylvania, Florida, Louisiana, Maryland, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Arizona, California, Colorado and Oregon.