AIR Marketing's CycloneT Powers Data-driven Marketing

Innovative Marketing Solution Could Mean $15 Million in Additional Annual Revenue for Top Resort Man

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. October 14, 2008

TEMPE, AZ, November 6, 2006. Destination Hotels & Resorts (DH&R), the nation's fifth-largest hospitality management firm, chose Tempe, Ariz.-based AIR Marketing's CycloneT marketing technology to enhance marketing efforts at each of the company's 30 managed properties throughout the country.

CycloneT is the force behind AIR Marketing's innovative, data-driven approach to marketing and advertising that enables real-time, in-depth analysis of customer information, and the automation of highly targeted, individualized campaigns. The decision to use CycloneT could mean as much as $15 million in additional revenue for the firm, which manages more than $1 billion in assets.

"Destination's decision to use CycloneT further strengthens our existing relationship," said Richard Cassey, AIR Marketing's vice president of strategic alignment. "We've been using our analytics-based advertising approach with great success for DH&R-managed resorts for years. This agreement lets us share learning, success and the power of analytics with all their properties."

Already the advertising agency of record for DH&R Corporate and several properties, the deployment of CycloneT 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.

Based on AIR Marketing's past performance, DH&R could experience an increase of more than 36,000 room nights annually at its managed properties.

"Essentially, CycloneT will allow each property to have a comprehensive, data-driven approach to support their business and marketing plan," said Maureen Callahan, vice president of marketing for DH&R. "Cyclone provides the ability to develop detailed, granular customer queries that we can use to build targeted campaigns and successful customer retention efforts."

In addition, AIR Marketing will provide real-time access to data, statistical modeling, mapping, and campaign automation that allows each property to focus on new strategies to grow business while leveraging technology to manage those programs already proven successful

This data-driven approach to advertising is what AIR Marketing uses to develop what it calls "informed creative," and measurability of every marketing effort. This concept is exemplified in the company's name, AIR, which stands for "Analytics + Imagination= Results.

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