Case Study: Hotel Chain

Omni Hotels wanted to launch a new frequent flyer program that they did not have a cash budget for. Using their unsold rooms as currency they were able to purchase a $1-million campaign to launch the program. The campaign included a series of full-page ads in national editions of Business Week, Forbes and US News & World Report, targeting the business traveler. In addition, new corporate clients were directed to Omni Hotels to use the hotel credit. Omni also received incremental revenue from these clients as well as the potential for repeat cash business.

Case Study: Independent Hotel

In 1990, The Breakers in Palm Beach, Florida, accepted a sales meeting on trade during a low demand period in exchange for a media credit with a barter company. The hotel received a $100,000 media credit that was used to purchase radio advertising in New York and South Florida markets. The hotel also gained $50,000 worth of cash revenue from the group's banquet and incidental charges.

The Breakers was able to access a new business during a period when the hotel had lower demand and unsold inventory. The hotel continues to use its unsold rooms to purchase radio and print advertising annually. The Breakers is able to expand its advertising budget without adding cash dollars and receive new business and incremental revenue from corporate and media clients who use the hotel credit.

Case Study: Airline

jetBlue Airways was a start up airline that began operating in. They did not have the cash budget to purchase radio advertising to support their print and out-of-home campaigns. jetBlue used its available airline seats to purchase a $1.5-million radio campaign. In addition, jetBlue received new business from corporate and media clients who used the credit leading to repeat cash business and increased exposure.