|Agency: Miles Calcraft Briginshaw Duffy||Authors: Dominic Hall and Andy Nairn|
Travelocity – Hello World, Hello Sales. How Travelocity Became an Overnight Success
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 tells of just such a case.
Travelocity started 2004 as a little-known travel brand, overshadowed by its more established, higher-spending rivals and without any sense of differentiation.