Hospitality Strategies for Current Market Conditions
Vice President and chief strategist David Ralls shared his top strategies for the hospitality industry in a recent article entitled “Keeping Market Share During a Down Economy.” Following is an excerpt:
In the “what do we do now?” Case-scenario, hotels with courage will win market share by focusing on the customer and keeping advertising budgets strong, in fact they may spend more. Eliminate marketing that is not working and be aggressive with value added offers that differentiate your offering from the competition. These efforts will capture the customers that are traveling who have a strong chance of staying with you again in the future when the market improves.
AIR Marketing Wins Platinum Adrian Award
AIR Marketing took home Platinum at the 51st Annual HSMAI Adrian Awards, recognized as the hospitality industry’s top marketing honor. Judged among more than 1,300 entries from around the world, AIR won this prestigious award for its work on Vail Cascade Resort & Spa’s group direct mail campaign, which resulted in a return on investment of 17:1.
AIR Makes First-Ever Inc. 5,000 List
With more than 125 percent growth over the past three years, AIR Marketing ranked 2,705 on the inaugural Inc. 5,000 list of the fastest growing private companies in America. T he Inc. 5,000 measures revenue growth in U.S.-based and privately held, independent companies that showed at least $2 million in 2006. In addition, AIR was recognized as one of the 70 fastest growing companies in the Valley.
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Article Celebrates AIR’s Entrepreneurial Passion
Knoweledge@W. P. Carey, the online news magazine of Arizona State University’s W. P. Carey School of Business, featured AIR Marketing in an article entitled Entrepreneurs Pursue Passion and Profits. Highlighting AIR’s recognition as the 2006 Monster Entrepreneur ASU Alumni Award, the article focuses on the company’s analytic, data-driven approach to marketing and advertising.
Four Score! AIR Takes Quartet of Spectrum Awards
AIR Marketing was the most decorated agency at the 2007 AMA Phoenix Spectrum Awards, garnering four honors. Held May 16 at the Valley Ho in Scottsdale, Ariz., The Spectrum Awards recognize marketing and public relations excellence in a variety of categories. AIR won four of the seven categories in which the company was a finalist, including Small Budget Existing Product or Service Campaign (Cheyenne Mountain Resort Direct Mail Campaign), Market Research (State of Arizona “Just in Case Arizona” Campaign), Integrated Multimedia (Arizona Department of Health Services “Tobacco Use: It’s a Personal Foul” Campaign) and Everything but the Kitchen Sink (Health Net Medicare Enrollment Center, Fiesta Mall). In addition, AIR was a finalist in the Large Budget New Product, Outdoor Advertising and Print Advertising, categories. In all, eight AIR Marketing campaigns were recognized as finalists.
New ADHS Campaign Helps Arizona ‘Clear the Air’
In November 2006, Arizona voters decided it was time to clear the air by passing the Smoke-Free Arizona Act, which stipulates that all places of employment must be free from tobacco smoke. AIR Marketing has developed a new multimedia campaign on behalf of the Arizona Department of Health Services (ADHS) to educate the public and help businesses all over the state comply with the Smoke-Free Arizona Act by May 1, 2007, when the new law goes into effect. The launch of the two-phase program is aimed at raising awareness among employers and driving them to smokefreearizona.org, an online resource designed by AIR that includes everything businesses need to comply with the new law. The second phase targets the general public and will give them tools for reporting violations.
AIR Named to ‘Best Places to Work List’ Again
For the third consecutive year, AIR Marketing was named to the “Best Places to Work” list, presented by The Business Journal. AIR placed 24th in the small business category. Overall, more than 3,000 companies that participated in the survey in which employees rate their organization on factors such as benefits, Business Journal of Phoenix
AIR Breezes into New Facility
On Dec. 8, AIR Marketing will begin its first day in the company’s new 33,000-square-foot building at 3419 E. University Drive in Phoenix. The move marks the second time the rapidly growing agency has changed addresses in the last five years. The new facility, which is three times the size of AIR Marketing’s former location, features several open, creative areas, an expanded warehouse and an 80-seat amphitheater.
Yo Adrian! AIR Marketing Makes ‘A-List’
AIR Marketing will be breezing down the red carpet as a three-time winner at the 50th annual Adrian “A-List” Awards in January, presented by Hospitality Sales & Marketing Association International (HSMAI). Regarded as the premier award in the hospitality industry, more than 1,200 entries were submitted for the Adrian Awards from 35 countries. AIR Marketing garnered three awards, including a “Gold Winner” for the company’s fall direct mail campaign on behalf of Pointe South Mountain Resort in Phoenix. In addition, the Tempe-based marketing firm was recognized for the launch of Baca, a new restaurant AIR Marketing concepted at The Inverness Hotel and Conference Center located outside Denver and a group sales campaign for the opening of French Lick Springs Resort Casino in French Lick, Ind., and creative direction on the Web site for Hotel Contessa in San Antonio. AIR Marketing will receive its awards at a gala red-carpet event Jan. 29, 2007 in New York City.
CYCLONE™ Powers Data-Driven Marketing for Destination Hotels & Resorts
Destination Hotels & Resorts (DH&R), the nation’s fifth-largest hospitality management firm, chose Tempe, Ariz.-based AIR Marketing’s Cyclone™ marketing technology to enhance marketing efforts at each of the company’s 30 managed properties throughout the country. The decision to use Cyclone™ could mean as much as $15 million in additional revenue for the firm, which manages more than $1 billion in assets. Already the advertising agency of record for DH&R Corporate and several properties, the deployment of Cyclone™ throughout the DH&R portfolio lets AIR Marketing provide detailed profiles of each property’s customer base, helping to inform marketing decisions, identify need periods, determine what offer will be most effective and how to talk specifically to the customers that will most likely respond.