Orbitz: Take Vacation Back

Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market.

Orbitz: Take Vacation Back

BBDO

Business situation and campaign objectives:

Online travel agencies, such as Orbitz, let consumers search and book flights and hotels from many different airlines and hotel brands all in one place. It is an extremely commoditized marketplace, where prices often do not differ dramatically from site to site. Because of this lack of price differentiation, the website experience and brand advertising are the best ways for an online travel agency to convince consumers they are the best site to use for travel planning. Consumer research revealed that Orbitz was viewed as highly substitutable among companies like...

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