Launches New National Branding Campaign; `Go Virtually Anywhere`

1st Jun 2001, Inc., the leading travel Web site, is set to launch a new branding campaign created by The Richards Group.
Aimed at adventurous, travel-seeking consumers, the campaign presents as more than just an online travel site, but as a place where consumers can explore endless travel possibilities and create their own unique experiences with memories that last a lifetime. The two :30 spots start airing June 4 as part of the company`s annual marketing budget, estimated at $50 million.
“Travel satisfies consumers` strong curiosity to see what`s around the next corner - in the world and in themselves,” said Michael Stacy, senior vice president of consumer marketing for “Our new branding campaign allows them a glimpse at travel destinations, and provides the tools and various options to experience them.”
“Haleakala,” one of two produced 30-second TV spots, features a couple bicycling on Maui exploring the only volcano that people can bike from top to bottom. The other 30-second spot, “Mask,” features a unique cultural tribal ceremony near Vancouver. These experiences are indicative of those made possible through`s tools, including “Dream Maps,” a tool for consumers to plan out their vacations within their individual budget criteria.
“This campaign positions as the ideal travel site to creatively explore the world in a new way, while continuing to provide consumers with the most travel options, best value and rewarding travel experiences,” said David Hall, principal for The Richards Group. “The Travelocity brand embodies what online travelers love most about Internet travel planning - convenience.”


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