Intera’s Bluetooth Proximity Marketing Network Boosts RocketBoat Drives Ticket Sales in San Francisco

In yet another case of successful Bluetooth mobile marketing campaign, Intera Group, Inc., a leading provider of out-of-home advertising and telecommunication services, announced the success of its partnership with RocketBoat in delivering special offers and promotions to visitors at San Francisco’s PIER 39 directly to their Bluetooth mobile devices. RocketBoat is a high-speed, 30-minute thrill ride in the San Francisco Bay. A popular PIER 39 attraction, the service is run by Blue and Gold Fleet, the Bay Area’s premier provider of bay cruise, ferry service and motorcoach tours.

Offers were highly targeted to Bluetooth “zones” up to 200 feet in diameter. Since the offers were delivered via Intera’s Bluetooth Proximity Marketing network – independent of the wireless carriers – they were absolutely free to consumers.

In October, RocketBoat launched two, five-day Bluetooth marketing campaigns, both of which generated strong results. Opt-in rates were a brisk 26 percent, and redemption rates for the downloaded offers averaged 18 percent – even higher when taking multiple ticket purchases from the same customer into account. Over a ten-day period, 300 people downloaded promotional content. Of those downloads, there were 53 redemptions for a total 64 tickets sold at an average price of USD 21–resulting in over USD 1300 in incremental revenue. For those who bought tickets, most were on the next departure.

More than 50 percent of visitors to PIER 39 who download the first piece of content download additional promotional items from other PIER 39 businesses such as Hard Rock Cafe, which has been running campaigns on Intera’s Proximity Marketing network for more than a year with more than 8,000 offers downloaded to-date.

Commenting on the success of the campaign, Taylor Safford, president of Blue and Gold Fleet, said, “Our campaign on Intera’s Bluetooth Proximity Marketing network helped us drive ticket sales. Not only is proximity marketing an excellent way to get the attention of potential customers and build awareness for our new attractions, data shows that when people download the first piece of content, they are much more likely to download content on other offers. The network therefore stimulates business across participating vendors.”

“Intera’s Bluetooth Proximity Marketing network gives brands a highly targeted and cost-effective way to reach consumers, with measurable results. RocketBoat is a great model for our services as the brand is all about speed and excitement. In addition, our campaigns have allowed RocketBoat and other clients to distinguish themselves from the many competing businesses on the Pier. As we continue to build our network, we bring the benefits of Bluetooth Proximity Marketing to retailers, shopping centers, and brands and their agencies, across the U.S.,”said Kevin Thornton, CEO of Intera.

Intera’s Bluetooth Proximity Marketing network enables marketers and advertisers to deliver highly targeted messages to consumers based on their location and near the point-of-sale, when targeted marketing has the greatest effect. Most importantly the mobile user incurs no usage or data charges, unlike wireless carrier-based offers. Intera’s network is 100 percent opt-in, so consumers only receive offers and promotions if they choose. Intera’s content delivery system supports all major content formats including video, audio, images, downloadable mobile applications and text. Download rates are typically much faster than via wireless 3G networks.

About Blue and Gold Fleet
Blue & Gold Fleet, the Bay Area’s premier provider of Bay Cruise, Ferry Service and Motorcoach Tours, is located at PIER 39 in San Francisco. The famous one-hour Bay Cruise sails along the City’s waterfront, past the PIER 39 sea lions, under the Golden Gate Bridge, by Sausalito, past Angel Island and around Alcatraz. RocketBoat is a high speed 30-minute thrill ride and sightseeing tour. The company also provides scheduled ferry service to Sausalito, Tiburon, Angel Island, Vallejo, Alameda and Oakland as well as motorcoach tours to some of the most picturesque sites in Northern California. Blue & Gold Fleet operates the largest fleet of bio-diesel ferries and tour boats on San Francisco Bay.

About Intera Group, Inc.
Intera provides out-of-home advertising and telecommunication services to over 4,000 businesses, including big box retailers, shopping mall owners and operators, cinema chains, gas stations and convenience stores, and transportation companies. Intera’s Bluetooth Proximity Marketing network will cover the Top 10 Designated Market Areas (DMA’s) and more in the USA by the end of 2009. Intera is working with global brands and their agencies to maximize the return on their marketing dollars, and partnering with analytics companies to bring online style measurements to out-of-home and mobile advertising. In business for over 20 years, privately held Intera is headquartered in Pleasanton, California. For more information, visit www.interainc.com

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