The Cosmopolitan of Las Vegas is running the advertising campaign within Us Magazine’s mobile site.

“The Cosmopolitan mobile campaign is just like the hotel itself – it has the right amount of wrong – it is not a bad campaign but is not great either,” said Simon Buckingham, CEO of Appitalism, New York.

“There is no call-to-action or incentive to click on the banner,” he said. “The hotel’s general tag line is used and the mobile campaign seems to be replying on consumers having seen the hotel’s campaign in other media as the tag line is not descriptive in a mobile context.

“Upon clicking on the banner ad, the hotel’s micro site simply expands to fill more of the screen and is easy to use.”

Mr. Buckingham is not affiliated with The Cosmopolitan of Las Vegas. He commented based on his expertise on the subject.

The Cosmopolitan of Las Vegas did not respond to press inquiries.

Mobile bookings
The Cosmopolitan is running mobile banner ads that read “Just the Right Amount of Wrong. Tap to Expand.”

When consumers tap on the ad, it expands to let them choose a room such as the City Room, Terrace Studio or Terrace Studio – Fountain View.

Through the mobile ad, consumers are also invited to book a room through the mobile initiative.

By using mobile advertising, the Cosmopolitan hotel is able to drive bookings and let new customers learn about its Vegas property.

Mobile advertising is an ideal medium to target on-the-go consumers and get that booking right then and there.

Driving revenue
Many companies are turning to mobile to help drive revenue and bookings.

Last month, Worldhotels expanded its online presence to mobile with both an mobile site and application that let users book hotel stays (see story).

Most recently, Priceline.com enhanced its iPhone application to offer a full suite of services for last-minute airline ticket, hotel room and rental car bookings (see story).

“It would helpful to consumers to get a price guide for each of the room types in the home page to save further time scrolling onto further pages to get this important detail,” Mr. Buckingham said.

Final Take