Ads for Hotwire.com, the discount travel site that launched in October to compete with Priceline.com, won't hit until early 2001, according to a person familiar with the situation. The ads were believed to be slotted for the fourth quarter of 2000. The site plans an animated four-spot TV effort with the tagline expected to be "a great trip starts with a great deal." Goodby, Silverstein & Partners, San Francisco, handles. A Hotwire spokeswoman declined to comment, but said, "There have been some bad examples in the past of [dot-com] companies spending a lot of money upfront and Hotwire doesn't want to do that." Hotwire only offers domestic air flights on its site so far. In December, it will begin offering hotel rooms. Then in early 2001, international flights and rental cars will be available, the spokeswoman said. Unlike the Priceline model, where consumers offer a price they're willing to pay, at Hotwire, vendors compete for a consumer's business and the consumer is given the best offer.
Flooz.com breaks $3.5 mil campaign for holdings
Flooz.com, which provides e-commerce currency to be redeemed for corporate or consumer gifts, over the weekend broke a multimedia campaign entitled "Flooz Fun House." TV spending is estimated at $3.5 million over four weeks as part of an equity deal Flooz has with investor NBC. Spending for online and outdoor ads was undisclosed. Hanft Byrne Raboy & Partners, New York, created the commercials, which will for the second year feature Flooz's celebrity endorser Whoopi Goldberg. The commercials will air on programs including "The Today Show," "The Tonight Show," "ER" and "Friends." Online ads will run on sites including Ask Jeeves, MySimon and MyFamily.com.
Advertising.com partners with Greenfield Online
Advertising.com and Greenfield Online have jointly developed a product that will enable marketers to measure the effectiveness of an online campaign, even when consumers do not interact with advertisements. Together, the companies will measure the impact of an advertising impression, gain insights from consumers and deliver results on the effect of branding on the Internet. Greenfield Online also will provide research methodology for Advertising.com's Wireless Advertising Marketing and Measurement Initiative (WAMMI), which is scheduled to begin in 2001. The WAMMI initiative is a test of wireless advertising.
Lightningcast, a streaming media ad server, will launch an enhanced version of its ad-targeting technology on Dec. 15. The new software will enable advertisers to target opt-in audio ads by gender and across multiple platforms of Microsoft Corp.'s Windows Media Player. . . . Broadband provider Excite@Home launched Software on Demand, allowing @Home broadband customers to purchase and download popular software titles. Excite@Home is partnering with Into Networks and Media Station.
The all-nude-all-the-time telecom: Reach out and touch someone is perhaps a better tagline for AG Worldwide, New York's new TV spots for OneRedCube. The Internet telephony company recently launched a commercial showing a couple in an X-rated embrace, with little explanation of the Internet company's unified messaging services.