Travelocity.co.uk
, is launching a major press, cinema

and radio advertising campaign, plus other ambient media, commencing 13

January 2002.

 

The creative for the campaign focuses on the fact that Travelocity searches over 700

airlines on one site, meaning consumers can compare more airlines` prices in

one place than they ever could going to even a dozen different airline

sites. This is represented metaphorically through camp airline stewards

fighting for travellers` business in a fun and playful way.  This is an

amusing metaphor for the reality that airlines jostle for consumers`

business, and brings to life the choice offered by Travelocity. This theme

will run across press, cinema and radio executions plus other ambient

media.

 

The creative behind the campaign builds on a tightly defined understanding

of Travelocity`s target audience.  This was obtained through extensive

consumer usability research, strategic development and brand positioning

conducted for the launch of the redesigned site in September 2002.

Travelocity.co.uk went on to win best travel website at the British Travel

Awards in October 2002.

 

Charlotte Harper
, Travelocity`s UK marketing director said: “This campaign

marks for us not only the beginning of a new year but a period of

incredible creativity for Travelocity.  The creative idea has been

developed to grab the attention of our audience in a way people will least

expect and we can`t wait to see the effect it will have.

 

Harper continued: “In 2003 we`re ready to ensure we get our key messages

across by communicating to our audience in an edgy and playful way.  This

campaign will make you laugh but not without sitting up and listening to

what we`ve got to offer.”

 

                     
Related stories on ITN:

(29/10/2002) Travelocity Scoops Top Honour Named `Best travel website`

(18/09/2002) Travelocity Launches Dramatic New Site Design

(03/09/2002) New European Role for Travelocity`s Jamie Cole

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