Travel, transport and tourism: Travel agents, tour o...

 

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

In 2001 approximately 120,000 young European vacationers, mostly British, booked their vacations through Thomas Cook Tour Operations Ltd's Club 18-30, the United Kingdom's largest bookin ...

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 ...

This paper covers establishments primarily engaged in arranging and assembling tours for sale through travel agents. Tour operators primarily engaged in selling their own tours directly to travelers a ...

This paper covers establishments primarily engaged in furnishing travel information and arranging tours, transportation, rental cars, and lodging for travelers. The paper provides a snapshot summary o ...

After three straight years of share decline and despite the media onslaught of the deep-pocketed category leader, Travelocity reversed momentum with the successful introduction of The Roaming Gnome ca ...

The negative impact of tourism on the world's environment, economy and culture is a major concern. This paper describes how effective a small cause-led campaign was in prompting changes of great signi ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

Many of the best IPA papers rightly emphasise the need to see advertising as a long-term investment. Our second joint Grand Prix winner reminds us that communications can sometimes have an almost imme ...

Priceline.com's 'The New Priceline' campaign focused on what online travel consumers desire most-choosing exact flights, times, and airlines-all at low prices. The unique advertising approach was to c ...

How do you launch a new brand icon in 30 days and make him work hard immediately? Inspired by the growing phenomenon of garden gnome napping, Travelocity's future brand icon, the Roaming Gnome, was in ...

During the past 30 years, the package tour operator TUI has successfully become Europe's largest operator and the premium provider in Germany. The rise of the TUI brand followed a consistent pattern u ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

This case study describes the launch of a Glasgow based direct selling holiday company into Ireland. The objectives were to achieve targeted sales, market share and cost per response effectiveness. Th ...

The advertising objectives were to increase awareness for Kilroy travels, create a better brand image and increase sales.

From their launch in 1999 advertising has played a major role for ebookers.com in driving awareness and response. ebookers have found that radio works extremely well for them as a direct response me ...

Ving is Scandinavia's largest travel company with a market share of just over 30% However its position as leader has been threatened by its nearest competitor. This is a story of how a brand persona ...

Research for campaign to launch a new travel industry brand, Signature Vacations. Main lesson: it is essential that new brand launches are supported long enough to establish recognition and relevance ...

Launch advertising, 1995-6, for First Choice package holidays; need to re-brand with new name, to overcome weaknesses compared to brand leaders Thomson and Airtours. Research suggested positioning and ...

Winter 1994-5 campaign for Club Med Sales, a premium-priced travel product. Market for tourism in the Caribbean had been eroded by recession and poor purchasing power of the Canadian dollar. But oppor ...

1982-6 press campaigns for English Country Cottages. The company markets direct to consumer, not through travel agents. Period covers expansions in Wales and Scotland. Description of the market and co ...

Explains the background behind promotional activities for QE2 cruses. A campaign to influence potential cruisers to take an out-of-season break, attract new customers to the market place, and to gener ...

The paper shows how the business travel division of Thomas Cook Travel Ltd succeeded in obtaining new accounts worth $4.6m per year as a direct result of advertising expenditure of only £300,000 inclu ...

1981-84 campaign to reposition Thomas Cook, the travel agent. Rationale for new strategy described: consumers held travel agents in low regard, and Cook's as old-fashioned and stuffy; share was declin ...

1980 advertising for a summer holiday programme. Previous share was small and appealing to only a limited sector of market, also slightly overpriced. Target to increase passenger capacity by 30% versu ...

British launch of the Danish package holiday tour operator. Marketing background is described: one in which demand was shrinking, competition severe, success doubtful. Small budget: television (London ...

The internet minimises customer transaction cost such as time spent travelling to a store to purchase a product. However, only one-in-four internet users shop online. Research is described in the pape ...

The paper presents the concept mapping technique as a useful tool in marketing research, simplifying the development of qualitative research techniques like focus groups by structuring the results in ...