Hotels.com, the world’s leading hotel booking website has appointed integrated agency Diffusion to raise consumer awareness of its mobile offering through a content seeding campaign to drive visibility and downloads of the Hotel.com’s mobile and tablet apps.

The brief will be driven by examining trends on how mobile technology is changing the travel industry, positioning Hotels.com as a pioneer in this space.

Hotels.com was launched in 1991 and joined the Expedia group of companies in 2001. The Hotels.com mobile app, created to help consumers find and book hotels on the go, was launched in April 2011 on the Apple App Store and has since been made available for Android and other devices. A custom built iPad app was added to the portfolio of mobile products in September 2011.

A central objective of the campaign will be to drive downloads by combining strategic placement and product reviews in consumer tech media with the generation of consumer news stories. Supplementary to this, the campaign will also communicate the advantages of exclusive app hotel deals and the unique Welcome Rewards loyalty programme to personal finance media.

Alison Couper from Hotels.com commented:  “Since the app launched early last year, we have already achieved several million downloads but now want to take it to the next level. We want to drive downloads to a point where everyone who uses the website will use the app so all our customers have the advantage of booking with speed, security and convenience – whenever and wherever suits them best. We also want to underline the exclusive mobile late deals we offer through the app. We’re keen to get the app the exposure it deserves which is why we appointed Diffusion’s specialist Mobile team with their proven track record for delivering successful app awareness campaigns.”