The campaign, called Free Wi-Fi Wednesdays, was designed to build brand awareness for Hyatt Place among a highly valued demographic -- the hard-to-reach business traveler. The objective was to highlight one of the hotels' key amenities -- free Wi-Fi access -- by providing that same service at airports in exchange for viewing a video tour.

By leveraging JiWire's Ads for Access solution, Hyatt Place aligned its campaign message to its audience's activity in the very same moment of the ad's delivery. Several attributes made the ad different from a regular display ad, including a value exchange (watching ad in exchange for free access) and a contextually relevant message based on the audience's physical location.

Thirty-nine percent of those accessing the airports' Wi-Fi networks clicked on the ad, which prompted an option to continue the campaign or return to select a paid Wi-Fi subscription. Of the 39 percent who clicked the ad, a majority, 68 percent opted to complete the program and continue enjoying free Wi-Fi access, for a total completion rate of 27 percent.

"The business professional is a very valuable customer for us but can be difficult to reach in an interactive, engaging, and measurable way," said Alison Kal, vice president, marketing for Hyatt. "The Free Wi-Fi Wednesdays program we executed with JiWire provided a new opportunity to deliver relevant messages that helped us connect with business travelers."

The Ads for Access program allows brands to interact with a consumer by sponsoring sessions of free Wi-Fi in exchange for engagement in their ad campaign. Whereas Hyatt Place developed a successful rich media campaign, brands can also engage consumers through full-motion video, social media applications, location-based searches, and downloadable content. The Ad for Access program provides a deeper level of interaction through multiple impressions including a welcome screen, a decision page, the body of the campaign, and a thank you page, all of which sit in front of the Wi-Fi firewall.

"The Hyatt Place campaign is a great example of our unique ability to offer interactive, place-based marketing opportunities that capture mobile audiences in context, while offering detailed metrics commonly associated with online advertising," said Kevin McKenzie, CEO of JiWire.