MapQuest

Case study: MapQuest drives traffic for hotel advertiser

Challenge
A leading hotel was running a national CPA campaign on our network and wanted to generate additional reservation bookings on their website. To reach consumers in the trip planning process, the advertiser partnered with MapQuest.

Solution
MapQuest’s Business Locator program was used to reach in-market consumers. The sponsorship included a one-click category and brand toolbar, branded organic search results, “Along the Route” technology, and brand inclusion in online and printed directions. The Business Locator featured this advertiser’s brand along with three other hotel advertisers and twelve non-travel advertisers.

Results
The campaign funneled in-market travelers to the advertiser’s website and achieved their ROI objectives. The client was so pleased with the initial 6-month campaign that they extended their sponsorship through the end of the year and are renewing for 2010.
Almost 1.6B impressions have been delivered within the sponsorship.
Almost 1M consumers have visited the hotel site as a direct result of the Business Locator sponsorship.
The Business Locator campaign generated a 0.08% CTR, surpassing the successful CPA campaign’s CTRs of 0.06% and 0.02% for the same time period in 2009 and 2008 respectively.