Smart campaign re-launches ebookers

7th Sep 2007 has introduced a fresher and more customer centric identity to support the launch of the new website and bring the brand in line with the site’s improved functionality. 
  Significant investment from parent company Orbitz Worldwide has resulted in a new positioning for the brand and, for the first time in 10 years, a new logo which better reflects the values of the company.
To support the re-brand, ebookers has commissioned a multimedia campaign communicating the new strap line ‘smart bookers are ebookers’.  The campaign launches on 10th September and positions the brand as the choice for travel savvy customers who want a single provider to cater for all their needs, whilst saving them time and money. 
Ciaran Lally, UK and Ireland MD, added, “ is credited with being the first travel agent to launch an interactive website in 1996.  After 11 years as one of Europe’s largest online travel agents, we felt it was essential to significantly enhance the functionality on our website focusing on improving the customer experience, particularly in making booking decisions easier. The new brand identity is in keeping with an improved that aims to achieve this.
“We know our customers are very travel savvy and so we are striving to provide a service and range of travel products that make it easier to get the holiday, flight or hotel our customers want.”
Original photography has been commissioned in Sardinia, Rome, San Francisco and Marrakesh.  For the first time is also working with trusted celebrity top Radio One DJ, Jo Whiley, who provides the voice-over for the radio advertisements. 
Created by CHI and Partners, with MediaCom handling media planning and buying, the campaign includes outdoor, press, online and radio.  Founding Partner, Warren Moore, says, ‘Smart bookers are ebookers’ acknowledges people who are not only assured of a great deal but also join a community of smart holiday makers. This is reflected in the confident and intelligent tone of voice captured in the campaign execution”
The campaign also includes a strategic PR campaign, developed by European communications agency Pleon.  Account Director Cathryn Brannan comments, “Using the Smart Bookers concept we have introduced a unique positioning for ebookers to generate excitement around the re-launch.  The PR consumer campaign includes press and online activity, as well as an influencer campaign with a difference!”


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