PARADIGM to Work With MapQuest Sites

Atlanta-based PARADIGM Direct Marketing said that it will gather consumer data for two of MapQuest’s Web sites, MoveQuest and TravelPlan USA.

MoveQuest, a relocation site, and TravelPlan USA, a travel itinerary planner, help consumers plan their moves and vacations by putting personalized information at their fingertips. Financial details of the deal were not disclosed.

PARADIGM’s technology “offers a ‘win-win’ for both MapQuest users and advertisers,” said Jeannette McClennan, vice president of marketing and sales for MapQuest Publishing Group. “Users get to opt-in to receive special offers that will benefit them while traveling or relocating, and marketers have an opportunity to present these packages to a very relevant and interested group of consumers.”

As individuals visit MoveQuest or TravelPlan USA, they will see a link offering the option to complete a short questionnaire consisting of move- or travel-related questions. The questions are designed specifically with the marketers of move- or travel-related products and services in mind, and providers of these products and services can sponsor or ask customized questions.

Within the questionnaires, visitors are offered a list of categories from which they can request additional information, either via direct mail or e- mail. Companies that provide these products and services can take advantage of this lead generation tool by contracting with PARADIGM’S Target One to provide relevant product information and special promotions to consumers who request information.

Individuals are not required to fill out any information to access MoveQuest or TravelPlan USA, and they are informed that their answers will be used for marketing purposes. Visitors are given the option of participating in direct marketing campaigns.