Travelocity.co.uk - Hello world, hello sales: how Travelocity became an overnight success

Dominic Hall and Andy Nairn

This 2004-05 campaign for Travelocity.co.uk, the on-line travel agent, had the objectives of: increasing salience (important in this market) by increasing Travelocity's share of voice; creating brand differentiation; and achieving immediate higher rates of consideration, sales and market share.
Agency: Miles Calcraft Briginshaw DuffyAuthors: Dominic Hall and Andy Nairn

Travelocity.co.uk – Hello world, hello sales: how Travelocity became an overnight success

INTRODUCTION

Many of the best IPA papers rightly emphasise the need to see advertising as a long-term investment.1

But it's worth reminding ourselves that sometimes advertising's impact can be much more immediate. In certain marketplaces (typically new and dynamic), certain companies (typically ambitious and impatient for success) can find that certain advertising approaches (typically bold and unconventional) can have an almost instant effect on growth.

This paper (which was originally entered in the 2005...

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