Hotels.com has selected Avenue A / Razorfish as interactive agency of record for its integrated approach to digital advertising and search engine marketing.

Hotels.com initially began working with Avenue A / Razorfish on managing its digital media strategy, but recently enlisted the agency's internal search engine marketing division, Avenue A / Razorfish Search, to better ensure that its search engine marketing program was integrated with the rest of its digital advertising efforts. Search marketing is an important component to meeting Hotels.com digital marketing objectives. By integrating search with the rest of its digital media efforts, Hotels.com will be able to evaluate display media, search, e-mail and website messaging through one consistent analytical lens and more effectively drive traffic and reservations.

"Hotels.com's commitment is to our customers to help them search, plan and book their lodging for vacations and being able to find us online is a big part of that commitment. Since we started working with Avenue A / Razorfish, our company has seen a tremendous increase in awareness and conversion with our online advertising initiatives," said Cheryl Rosner, president of Hotels.com. "When it came time to evaluate our search marketing strategy, we chose Avenue A / Razorfish Search due to its integration with our client team and best in class digital media strategy at Avenue A / Razorfish."

Among preliminary testing with other client's search and display campaigns, Avenue A / Razorfish has shown that searchers who click through to a client's site after being exposed to an online display ad had a 23 percent higher conversion rate. This type of analysis helps prove that an integrated view of an advertiser's digital marketing campaign can lead to sound planning decisions.

"As Hotels.com agency of record, we are pleased to be integrating our search engine marketing services as part of an already successful digital marketing advertising strategy," said Clark Kokich, president of Avenue A / Razorfish West. "By approaching their search marketing and digital advertising efforts in a holistic fashion, we will be able to better achieve their desired results."