Microsoft is launching a new campaign with JiWire to provide free Wi-Fi access throughout airports and hotels in exchange for searching on Bing. The deal is the latest in an ongoing strategic push to further encourage new users to test the decision engine.

According to the press release Monday, the campaign "is based on the premise that once people experience Bing first-hand they will come back and use the engine again." It works something like this. I'm at my gate 30 minutes until my flight boards going home this Thanksgiving, so I hop online to see if I can get Wi-Fi. In my browser, I see there are a few Wi-Fi options that require my credit card, or I'm given the option to do a Bing search in exchange for free Wi-Fi.

For advertisers, this means bringing in a new affluent, business-traveler segment. As the program is kicking off, this is a great opportunity to touch up and build out travel and local campaigns.

Touch Up Your Keywords

Use the new search query report to look at additional keyword ideas, or use Microsoft Advertising Intelligence to expand your current list. And don't forget to use geo-modifiers to reach these travelers who are new to town.

Targeting

If you're trying to reach travelers in specific locations (Las Vegas, for example), leverage adCenter's geo-targeting to ensure your ads are only showing to that audience. A few national campaigns in addition are a good strategy to ensure your ads are showing for a person checked into their hotel in Vegas, and also to the person headed toward Vegas that's getting online in the Chicago airport.

Let's make the most of this new audience and convert business travelers into happy customers.