Digital In Room Launch innovative new advertising medium in Liverpool hotel
DIGITAL IN ROOM has launched a new advertising medium, targeting the elusive business and leisure traveller, in the comfort of their hotel room, who stay at the Base 2 Stay Boutique Hotel, Seel Street, Liverpool.
This is done by means of an advertising platform that displays the adverts directly onto the TV in the hotel room and is supported by mobile apps allowing the hotel guests to take the branded information with them when on the move.
The Digital In Room system categorises brands by sector that can then be searched by the hotel guest using the TV remote control.
Once a guest finds the bar, beauticians, show, that special restaurant or shop they want to go to there’s the ability to download directions, and information direct to their smart phones so that the branded information can go with them.
The Base 2 Stay Boutique Hotel, in the heart of the city centre, is perfect for a night out as Liverpool has been voted Britain's best nightlife destination 2011 by Trip Advisor. The hotel is also within walking distance of the Liverpool One shopping centre, the Echo Arena/BT Convention Centre, the Albert Dock on the River Mersey, and many other local businesses and services. Approximately 50,000 plus guests stay at the Base2Stay each year.
A recent independent Internet survey by Zoomerang reported on the receptiveness of hotel guests to different forms of advertising in the hotel room.
Among the key findings:
• Over 60% of business guests turn on the in-room TV before doing anything else.
• More than 28% of business travellers and 24% of leisure travellers watch more TV commercials in a hotel room than at home.
- 43% of business and 67% of leisure respondents multitask more while watching TV at home than in a hotel.
• 46% of business and 47% of leisure respondents have Sky Plus or a digital video recorder (“DVR”) equivalent at home.
• 65% of both business and leisure respondents use their DVR at home to fast forward through commercials.
The system allows businesses and services geographically close to DIR’s partner hotels to get into the psyche of the hotel guest and offer their products to them in an unassuming, cost effective but direct fashion.
The DIR system also allows larger brands to talk direct to high net worth individuals about their products and be endorsed by the channel within which they are advertising, namely a hotel environment.
Typical Guest Profile
Typical age range 25 - 54
Male/ Female 70: 30
Leisure/ Business 60: 40
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The Capital, 39 Old Hall Street, Liverpool
L3 9PP
Telephone: +44(0)151 600 2900
Email:
info@liverpoolvision.co.uk