Continental Airlines Strategic Online Optimization

BUSINESS SITUATION & CAMPAIGN OBJECTIVES

During recent years the airline industry benefited from economic globalization and emerging economies, spurring international travel and tourism. While the domestic markets matured, travel between the U.S. and foreign countries continued to grow. Continental Airlines, like other airlines, fought to increase market share by driving online ticket sales.

Since many airline bookings occurred online, online advertising is a natural environment for airline advertisers. This created a cluttered environment in which Continental Airlines faced the problem of standing out. While consumers were bombarded with more ads than they could retain, Continental Airlines fought for the attention of lucrative business travelers, especially those traveling internationally since those tickets represent significantly higher revenue to the airline.